Global Marketing
ISBN: 9780137023868 | 0137023863
Edition: 6thFormat: 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 Strategi... MORE
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
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. The new edition focuses on the recent changes in the world, including the global financial crisis.
Chapter 1: Introduction to Global Marketing
Chapter 2: The Global Economic Environment
Chapter 3: Regional Market Characteristics and Preferential Trade Agreements
Chapter 4: Social and Cultural Environments
Chapter 5: The Political, Legal, and Regulatory Environments
Chapter 6: Global Information Systems and Market Research
Chapter 7: Segmentation, Targeti... MORE
Chapter 8: Importing, Exporting, and Sourcing
Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
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, Special Forms of Marketing Communication
Chapter 15: Digital Revolution
Chapter 16: Strategic Elements of Competitive Advantage
Chapter 17: Leadership, Organization, and Corporate Social Responsibility
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