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Global Marketing Plus 2019 MyLab Marketing with Pearson eText -- Access Card Package, 9th edition

  • Warren J. Keegan
  • Warren J. Keegan
  • Mark C. Green

Published by Pearson (July 20th 2019) - Copyright © 2017

9th edition

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Global Marketing (2-downloads)

ISBN-13: 9780134138206

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Overview

Table of contents

Part I: Introduction

1. Introduction to Global Marketing

 

Part II: 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 III: 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 IV: 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 V: 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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