Overview

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.

Full Product Details

Author:   Warren J. Keegan ,  Mark C. Green
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   6th edition
Dimensions:   Width: 21.60cm , Height: 2.30cm , Length: 27.60cm
Weight:   1.250kg
ISBN:  

9780137023868

ISBN 10:   0137023863
Pages:   624
Publication Date:   26 March 2010
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9780132719155
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

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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