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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