Global marketing
著者
書誌事項
Global marketing
Pearson, c2011
6th ed., global ed
- : pbk
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注記
Previous ed.: Harlow : Prentice Hall, 2008
Includes bibliographical references and indexes
内容説明・目次
内容説明
The excitement, challenges, and controversies of global marketing.
Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.
The new edition focuses on the recent changes in the world, including the global financial crisis.
目次
Chapter 1: Introduction to Global Marketing
Chapter 2: The Global Economic Environment
Chapter 3: Regional Market Characteristics and Preferential Trade Agreements
Chapter 4: Social and Cultural Environments
Chapter 5: The Political, Legal, and Regulatory Environments
Chapter 6: Global Information Systems and Market Research
Chapter 7: Segmentation, Targeting, and Positioning
Chapter 8: Importing, Exporting, and Sourcing
Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Chapter 10: Brand and Product Decisions In Global Marketing
Chapter 11: Pricing Decisions
Chapter 12: Global Marketing Channels and Physical Distribution
Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations
Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication
Chapter 15: Digital Revolution
Chapter 16: Strategic Elements of Competitive Advantage
Chapter 17: Leadership, Organization, and Corporate Social Responsibility
「Nielsen BookData」 より
