Global Marketing

ISBN-10: 0132719150

ISBN-13: 9780132719155

Edition: 7th 2013 (Revised)

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Description: The excitement, challenges, and controversies of global marketing.Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.

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Book details

List price: $276.60
Edition: 7th
Copyright year: 2013
Publisher: Prentice Hall PTR
Publication date: 1/20/2012
Binding: Hardcover
Pages: 592
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 2.728
Language: English

Introduction to Global Marketing
The Global Marketing Environment
The Global Economic Environment
The Global Trade Environment
Social and Cultural Environments
The 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
The Global Marketing Mix
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
Strategy and Leadership in the Twenty-First Century
Strategic Elements of Competitive Advantage
Leadership, Organization, and Corporate Social Responsibility
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