Global Marketing / Edition 6

Global Marketing / Edition 6

by Warren J. Keegan, Mark Green
ISBN-10:
0137023863
ISBN-13:
9780137023868
Pub. Date:
01/15/2010
Publisher:
Prentice Hall
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Overview

Global Marketing / Edition 6

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.

The new edition focuses on the recent changes in the world, including the global financial crisis.

Product Details

ISBN-13: 9780137023868
Publisher: Prentice Hall
Publication date: 01/15/2010
Series: Pearson Custom Business Resources Series
Edition description: Older Edition
Pages: 624
Product dimensions: 8.50(w) x 10.80(h) x 0.90(d)

Table of Contents

Chapter 1: Introduction to Global Marketing

Chapter 2: The Global Economic Environment

Chapter 3: Regional Market Characteristics and Preferential Trade Agreements

Chapter 4: Social and Cultural Environments

Chapter 5: The Political, Legal, and Regulatory Environments

Chapter 6: Global Information Systems and Market Research

Chapter 7: Segmentation, Targeting, and Positioning

Chapter 8: Importing, Exporting, and Sourcing

Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Chapter 10: Brand and Product Decisions In Global Marketing

Chapter 11: Pricing Decisions

Chapter 12: Global Marketing Channels and Physical Distribution

Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations

Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication

Chapter 15: Digital Revolution

Chapter 16: Strategic Elements of Competitive Advantage

Chapter 17: Leadership, Organization, and Corporate Social Responsibility

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