Global marketing
Author(s)
Bibliographic Information
Global marketing
Routledge, 2022
5th ed
- : hbk
Available at 3 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
Includes index
Description and Table of Contents
Description
Written in a student-friendly style, making the book appropriate for use at undergraduate and postgraduate levels
Provides real-life examples from a range of markets, including the often-overlooked markets of Africa, Latin America, and the Middle East
Covers important but less frequently discussed topics, such as the rise of China's state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations
Includes a chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace
Table of Contents
1. Introduction to Global Marketing PART I Understanding the Global Marketing Environment 2. The Global Economy 3. Cultural and Social Forces 4. Political and Regulatory Climate PART II Analyzing Global Opportunities 5. Global Markets 6. Global Competitors 7. Global Marketing Research PART III Developing Global Participation Strategies 8. Global Market Participation 9. Global Market Entry Strategies PART IV Designing Global Marketing Programs 10. Global Product Strategies 11. Global Strategies for Services, Brands, and Social Marketing 12. Pricing for International and Global Markets 13. Managing Global Distribution Channels 14. Global Promotion Strategies 15. Managing Global Advertising PART V Managing the Global Marketing Effort 16. Organizing for Global Marketing
by "Nielsen BookData"