Global marketing
Author(s)
Bibliographic Information
Global marketing
Pearson, c2013
7th ed., Global ed
Available at 7 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Previous ed.: Boston : Pearson, c2011
Includes indexes
Description and Table of Contents
Description
For undergraduate and graduate global marketing courses.
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.
Table of Contents
Chapter 1 Introduction to Global Marketing
Chapter 2 The Global Economic Environment
Chapter 3 The Global Trade Environment
Chapter 4 Social and Cultural Environments
Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing
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 Product and Brand Decisions
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, New Media
Chapter 15 Global Marketing and the Digital Revolution
Chapter 16 Strategic Elements of Competitive Advantage
Chapter 17 Leadership, Organization, and Corporate Social Responsibility
by "Nielsen BookData"