Global Marketing

Name: Global Marketing
Price: 8.31 USD
Availability: InStock
ISBN: 9780132719155

ISBN-10: 0132719150

ISBN-13: 9780132719155

Edition: 7th 2013 (Revised)

Authors: Warren J. Keegan, Mark Green

List price: $276.60

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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.

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: 2.398
Language: English




Introduction



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