Global marketing management
著者
書誌事項
Global marketing management
Pearson Education, c2014
8th ed
大学図書館所蔵 件 / 全6件
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注記
Including bibliographical references and indexes
内容説明・目次
内容説明
The leading MBA text in international marketing-with comprehensive cases.
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.
目次
I. Introduction and Overview
1. Introduction to Global Marketing
II. The Global Marketing Environment
2. The Global Economic Environment
3. The Political, Legal, and Regulatory Environments of Global Marketing
4. The Global Cultural Environment
III. Analyzing and Targeting Global Market Opportunities
5. Global Customers
6. Global Marketing Information Systems and Research
7. Segmentation, Targeting, and Positioning
IV. Global Marketing Strategy
8. Global Entry and Expansion Strategies
9. Competitive Analysis and Strategy
V. Creating Global Marketing Programs
10. Product Decisions
11. Pricing Decisions
12. Global Marketing Channels
13. Global Integrated Marketing Communications
VI. Managing the Global Marketing Program
14. Global Organization and Leadership: Managing the Global Marketing Effort
15. Global Corporate Social Responsibility and Environmental Sustainability
16. The Future of Global Marketing
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