Warren J. Keegan, Mark C. Green

Global Marketing, Global Edition (eBook, PDF)

• Format: PDF

Produktbeschreibung

For courses in global marketing. Familiarises 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.

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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 632
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 9. September 2019
• Englisch
• ISBN-13: 9781292304083
• Artikelnr.: 59190640

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