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| Introduction to Global Marketing | |
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| The Importance of Global Markets | |
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| The Development of Global Marketing | |
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| Why Study Global Marketing? | |
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| Understanding the Global Marketing Environment | |
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| The Global Economy | |
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| International Trade: An Overview | |
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| The Basic Theories of World Trade: Absolute, Comparative, and Competitive Advantage | |
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| Global Outsourcing | |
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| Balance of Payments Exchange Rates | |
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| International Agencies for Promoting Economic and Monetary Stability | |
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| Protectionism and Trade Restrictions | |
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| Economic Integration as a Means of Promoting Trade the Globalization Controversy | |
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| Cultural and Social Forces | |
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| A Definition of Culture | |
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| Religion | |
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| The Family | |
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| Education | |
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| Attitudes Toward Time | |
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| The Hofstede Measures of Culture | |
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| Language and Communication | |
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| Overcoming the Language Barrier | |
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| Adapting to Cultural Differences | |
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| Political and Regulatory Climate | |
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| Host Country Political Climate | |
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| Host Government Actions | |
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| Home Country Political Forces Legal Environments | |
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| National Regulatory Environments | |
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| Regulatory Change | |
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| Political Risk Global Marketing and Terrorism | |
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| Analyzingglobal Opportunities | |
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| Global Markets | |
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| Understanding Markets and Buyers | |
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| The Consumer Market | |
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| Business Markets | |
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| Government Markets | |
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| Global Competitors | |
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| The Globalization of Competition | |
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| Cultural Attitudes Toward Competition | |
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| Home Country Actions and Global Competitiveness | |
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| Competition from Emerging Markets | |
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| The Country-of-Origin Advantage | |
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| Global Marketing Research | |
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| The Scope of International Marketing Research | |
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| Challenges in Planning International Research | |
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| The Research Process | |
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| Utilizing Secondary Data | |
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| Analysis by Inference Collecting Primary Data | |
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| Studying the Competition | |
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| Outsourcing Research | |
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| Developing a Global Information System | |
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| Developing Global Participation Strategies | |
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| Global Market Participation | |
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| Internationalizing Marketing Operations | |
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| Evaluating National Markets | |
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| Geographic Market Choices | |
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| Country Selection | |
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| Global Market Entry Strategies | |
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| Exporting as an Entry Strategy | |
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| Foreign Production as an Entry Strategy | |
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| Ownership Strategies | |
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| Entering Markets Through Mergers and Acquisitions | |
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| Entry Strategy Selection and Configuration | |
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| Exit Strategies | |
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| Designing Global Marketing Programs | |
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| Global Product Strategies | |
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| Product Design in a Global Environment | |
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| Packaging and Labeling for Global Markets | |
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| Global Warranty and Service Policies | |
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| Managing a Global Product Line | |
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| Developing a Global Product | |
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| New Product Development Processes for Global Markets | |
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| Introducing New Products to Global Markets | |
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| Global Strategies for Services, Brands, and Social Marketing | |
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| Marketing Services Globally | |
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| Branding Decisions | |
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| Trademarks and Brand Protection | |
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| Social Marketing in the Global Context | |
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| Pricing for International and Global Markets | |
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| Profit and Cost Factors Affecting Pricing | |
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| Market Factors that Affect Pricing | |
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| Environmental Factors that Affect Pricing | |
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| Managerial Issues in Global Pricing | |
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| Managing Global Distribution Channels | |
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| The Structure of the Global Distribution System | |
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| Foreign Market Channel Members | |
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| Analyzing National Channels | |
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| Factors Influencing the Selection of Channel Members | |
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| Locating and Selecting Channel Partners | |
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| Managing Global Distribution | |
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| Gaining Access to Distribution Channels | |
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| Global Logistics | |
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| Global Trends in Retailing | |
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| Smuggling | |
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| Global Promotion Strategies | |
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| Global Promotion Strategies | |
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| Personal Selling | |
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| Global Account Management | |
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| Selling to Businesses and Governments | |
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| Other Forms of Promotion | |
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| Public Relations | |
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| Managing Global Advertising | |
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| Global versus Local Advertising | |
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| Developing Global Campaigns | |
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| The Global-Local Decision Overcoming Language Barriers | |
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| Global Media Strategy | |
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| Organizing the Global Advertising Effort | |
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| Managing the Global Marketing Effort | |
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| Organizing for Global Marketing | |
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| Elements that Affect a Global Marketing Organization | |
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| Types of Organizational Structures Controlling the Global Organization | |
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| Conflict Between Headquarters and Subsidiaries | |
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| Considering a Global Marketing Career | |