Global Marketing, Global Edition, 8th edition

Published by Pearson (November 6, 2013) © 2014

  • Warren J. Keegan Pace University
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Title overview

For courses in International Marketing and Global Marketing.

 

This is the leading MBA text in international marketing—with comprehensive cases.

 

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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

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