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Principles of Global Marketing
ISBN: 9780137222995 | 0137222998
Format: HardcoverPublisher: Simon & Schuster Adult Publishing Group
Pub. Date: 9/1/1996
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| Introduction | |
| Introduction to Global Marketing | |
| The Global Marketing Environment | |
| The Global Economic Environment | |
| Regional Market Characteristics | |
| Social and Cultural Environment | |
| The Political, Legal, and Regulatory Environments | |
| The Global Financial Environment and Foreign Exchange Decisions | |
| Global Marketing Information Systems a... MORE | |
| Global Strategy | |
| Going Global: Segmentation, Targeting, and Sourcing Decisions | |
| Sourcing Strategies: Exporting and Importing | |
| Global Market Entry Strategies: Licensing, Joint Ventures, and Ownership | |
| Cooperative Strategies and Global Strategies Partnerships | |
| Strategic Elements of Competitive Advantage | |
| The Global Marketing Mix | |
| Product Decisions | |
| Pricing Decisions | |
| Global Marketing Channels and Physical Distribution | |
| Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion, and Personal Selling | |
| Implementation Of Global Marketing Strategy | |
| Leading, Organizing, and Controlling the Global Marketing Effort | |
| The Future of Global Marketing | |
| Glossary | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
