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Global Marketing

ISBN: 9780137023868 | 0137023863
Edition: 6th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/3/2010

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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. Introduction to Global Marketing; The Global Economic Environment; Regional Market Characteristics and Preferential Trade Agreements; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; Global Information Systems and Market Research; Segmentation, Targeting, and Positioning; Importing, Exporting, and Sourcing; Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances; Brand and Product Decisions In Global Marketing; Pricing Decisions; Global Marketing Channels and Physical Distribution; Global Marketing Communications Decisions I: Advertising and Public Relations; Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication; Digital Revolution; Strategic Elements of Competitive Advantage; Leadership, Organization, and Corporate Social Responsibility

MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.

"Strengths of Global Marketing include clarity in writing, good organization, strong examples/illustrations, and an industry, or as my students say-"real world," perspective." - Samford University reviewer

"I found the explanation of documentary credit to be excellent. This is a concept that students often misunderstand in other textbooks." - Samford University reviewer

"I think the author's writing style, use of examples, and clarity of explanation are the strength of the textbook. They are easy to understand, good use of examples and are clear in discussion." - Monmouth University reviewer

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