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Global Marketing, CourseSmart eTextbook, 7th Edition

By Warren J. Keegan, Mark Green

Published by Prentice Hall

Published Date: Jan 26, 2012

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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

Part 1: Introduction

Chapter 1: Introduction to Global Marketing

Part 2: The Global Marketing Environment

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

Part 3: Approaching Global Markets

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

Part 4: The Global Marketing Mix

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, and Special Forms of Marketing Communication

Chapter 15: Global Marketing and the Digital Revolution

Part 5: Strategy and Leadership in the Twenty-First Century

Chapter 16: Strategic Elements of Competitive Advantage

Chapter 17: Leadership, Organization, and Corporate Social Responsibility

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Global Marketing, CourseSmart eTextbook, 7th Edition
Format: Safari Book

$104.99 | ISBN-13: 978-0-13-268157-5