Global marketing
Author(s)
Bibliographic Information
Global marketing
Routledge, 2022
5th ed
- : hbk
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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"
