Mark Green, Warren Keegan

Global Marketing, Global Edition

• Broschiertes Buch

Produktbeschreibung

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.

For courses in global marketing.

Familiarizes students with global marketing and the global business environment

Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

Pearson MyLab Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Reach every student by pairing this text with Pearson MyLab Marketing
MyLab(TM) is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

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Produktdetails

• Verlag: Pearson / Pearson Deutschland GmbH
• 10. Aufl.
• Seitenzahl: 632
• Erscheinungstermin: 20. Februar 2020
• Englisch
• Abmessung: 269mm x 213mm x 20mm
• Gewicht: 1204g
• ISBN-13: 9781292304021
• ISBN-10: 1292304022
• Artikelnr.: 57201156

Inhaltsangabe

PART 1: INTRODUCTION
1. Introduction to Global Marketing
 
PART 2: THE GLOBAL MARKETING ENVIRONMENT
2. The Global Economic Environment
3. The Global Trade Environment
4. Social and Cultural Environments
5. The Political, Legal, and Regulatory Environments
 
PART 3: APPROACHING GLOBAL MARKETS
6. Global Information Systems and Market Research
7. Segmentation, Targeting, and Positioning
8. Importing, Exporting, and Sourcing
9. Global Market-Entry Strategies: Licensing, Investment, and Strategic
Alliances
 
PART 4: THE GLOBAL MARKETING MIX
10. Brand and Product Decisions in Global Marketing
11. Pricing Decisions
12. Global Marketing Channels and Physical Distribution
13. Global Marketing Communications Decisions I: Advertising and Public
Relations
14. Global Marketing Communications Decisions II: Sales Promotion, Personal
Selling, and Special Forms of Marketing Communication
15. Global Marketing and the Digital Revolution
 
PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility