Description

Book Synopsis


Table of Contents

PART 1: INTRODUCTION

1. Introduction to Global Marketing

PART 2: 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 3: 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 4: 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 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

16. Strategic Elements of Competitive Advantage

17. Leadership, Organization, and Corporate Social Responsibility

Global Marketing Global Edition

    Product form

    A Paperback by Warren J. Keegan, Warren Keegan

    £72.99

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    Order before 4pm today for delivery by Sat 3 Oct 2026.

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      Book details

      Publisher Pearson Education
      Published 2/20/2020 12:00:00 AM
      ISBN-13 9781292304021
      978-1292304021
      ISBN-10 1292304022
      Also in:
      Business, Finance & Law Sales and marketing Sales and marketing management

      Description

      Book Synopsis


      Table of Contents

      PART 1: INTRODUCTION

      1. Introduction to Global Marketing

      PART 2: 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 3: 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 4: 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 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

      16. Strategic Elements of Competitive Advantage

      17. Leadership, Organization, and Corporate Social Responsibility

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