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Global Marketing, 10th edition

  • Mark C. Green, 
  • Warren J. Keegan

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Overview

Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment. The text offers authoritative content as well as analytical tools that will prepare you to successfully pursue a career in global marketing or related areas.

The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns and crises facing markets worldwide. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting marketing around the globe.

Published by Pearson (March 19th 2019) - Copyright © 2020

ISBN-13: 9780135638965

Subject: Marketing

Category: International Marketing

Overview

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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