Overview

For courses in global marketing. Familiarises students with global marketing and the global business environment. Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. 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 global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

Full Product Details

Author:   Mark Green ,  Warren Keegan
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Edition:   10th edition
Dimensions:   Width: 21.30cm , Height: 2.00cm , Length: 26.90cm
Weight:   1.720kg
ISBN:  

9781292304021

ISBN 10:   1292304022
Pages:   632
Publication Date:   20 February 2020
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Replaced By:   9781292482712
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

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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