Global Marketing Management
Global Marketing Management
- ISBN 13:
9780130332714
- ISBN 10:
0130332712
- Edition: 7th
- Format: Paperback
- Copyright: 07/13/2001
- Publisher: Prentice Hall
- Newer Edition
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Summary
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing.For individuals interested in a career in marketing.