By: Keegan, Warren J
Title By: Green, Mark CMaterial type: BookPublisher: Harlow, Essex : Pearson Education Limited, c2017.Edition: 9th Global ed.Description: 624 p . : ill. ; 28 cm.ISBN: 978-1292150765Program: MARK343, MARK957Subject(s): Internationales Marketing | Export marketingDDC classification: 0
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|REGULAR||Main Collection||658.84 KE GL (Browse shelf)||Available||T0054677|
Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors’ goal has been to write a book that’s authoritative in content yet relaxed and assured in style and tone.
Part I: Introduction 1. Introduction to Global Marketing Part II: 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 III: 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 IV: 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 V: Strategy and Leadership in the Twenty-First Century 16. Strategic Elements of Competitive Advantage 17. Leadership, Organization, and Corporate Social Responsibility
Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- T he political, legal, and regulatory environments -- Approaching global markets -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions I : advertising and public relations -- Global marketing communications decisions II : sales promotion, personal selling, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility -- Glossary -- Author/name index -- Subject/organization index