Principles of Global Marketing

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Product Details

  • ISBN-13: 9780137222995
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 9/28/1996
  • Edition description: Older Edition
  • Pages: 421
  • Product dimensions: 8.27 (w) x 10.36 (h) x 0.87 (d)

Table of Contents

1 Introduction to Global Marketing 1
2 The Global Economic Environment 29
3 Regional Market Characteristics 54
4 Social and Cultural Environments 82
5 The Political, Legal, and Regulatory Environments 110
6 The Global Financial Environment and Foreign Exchange Decisions 133
7 Global Marketing Information Systems and Research 152
8 Going Global: Segmentation, Targeting, and Sourcing Decisions 175
9 Sourcing Strategies: Exporting and Importing 196
10 Global Market Entry Strategies: Licensing, Joint Ventures, and Ownership 223
11 Cooperative Strategies and Global Strategic Partnerships 239
12 Strategic Elements of Competitive Advantage 255
13 Product Decisions 279
14 Pricing Decisions 306
15 Global Marketing Channels and Physical Distribution 328
16 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion, and Personal Selling 348
17 Leading, Organizing, and Controlling the Global Marketing Effort 376
18 The Future of Global Marketing 397
Glossary 401
Author/Name Index 407
Subject/Company Index 409
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