Description
Book SynopsisFor courses in International Marketing and Global Marketing.
This is the leading MBA text in international marketing—with comprehensive cases.
Table of Contents
- Chapter 1 IntroductIon to Global Marketing
- Chapter 2 The Global Economic Environment
- Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing
- Chapter 4 The Global Cultural EnvIronment
- Chapter 5 Global Customers
- Chapter 6 Global Marketing Information Systems and Research
- Chapter 7 Segmentation, Targeting, and Positioning
- Chapter 8 Global Entry and Expansion Strategies
- Chapter 9 Competitive Analysis and Strategy
- Chapter 10 Product Decisions
- Chapter 11 Pricing Decisions
- Chapter 12 Global Marketing Channels
- Chapter 13 Global Integrate Marketing Communications
- Chapter 14 Global Organization and Leadership: Managing the Global Marketing Effort
- Chapter 15 Global Corporate Social Responsibility and Environmental Sustainability
- Chapter 16 The Future of Global Marketing
