Global marketing
Author(s)
Bibliographic Information
Global marketing
Pearson/Prentice Hall, c2005
4th ed., international ed
Available at / 16 libraries
-
No Libraries matched.
- Remove all filters.
Note
Includes bibliographical references and index
Description and Table of Contents
Description
For undergraduate Global/International Marketing courses. Suitable at the MBA level if used with supplemental cases.
Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing. Its paperback format gives adopters flexibility while ensuring the total cost to students is reasonable. The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases (50% new!), and new coverage including more on global digital marketing (Ch 17) and CRM (Ch 6).
Table of Contents
I. INTRODUCTION.
1. Introduction to Global Marketing.
II. THE GLOBAL MARKETING ENVIRONMENT.
2. The Global Economic Environment.
3. The Global Trade Environment.
4. Social and Cultural Environments.
5. The Political, Legal, and Regulatory Environments of Global Marketing.
III. APPROACHING GLOBAL MARKETS.
6. Global Information Systems and Market Research.
7. Segmentation, Targeting, and Positioning.
8. Importing, Exporting, and Sourcing.
9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances.
IV. THE GLOBAL MARKETING MIX.
10. Product and Brand Decisions.
11. Pricing Decisions.
12. Global Marketing Channels and Physical Distribution.
13. Global Marketing Communications Decisions I: Advertising and Public Relations.
14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication.
V. STRATEGY AND LEADERSHIP IN THE 21st CENTURY.
15. Global Marketing and the Digital Revolution.
16. Strategic Elements of Competitive Advantage.
17. Leading, Organizing, and Controlling the Global Marketing Effort.
Glossary.
by "Nielsen BookData"
