9780137023868

Global Marketing

by ;
  • ISBN13:

    9780137023868

  • ISBN10:

    0137023863

  • Edition: 6th
  • Format: Paperback
  • Copyright: 1/3/2010
  • Publisher: Prentice Hall
  • View Upgraded Edition

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $223.20 Save up to $120.64
  • Buy Used
    $102.56
    Add to Cart Free Shipping

    USUALLY SHIPS IN 2-3 BUSINESS DAYS

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

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. Introduction to Global Marketing; The Global Economic Environment; Regional Market Characteristics and Preferential Trade Agreements; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; Global Information Systems and Market Research; Segmentation, Targeting, and Positioning; Importing, Exporting, and Sourcing; Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances; Brand and Product Decisions In Global Marketing; Pricing Decisions; Global Marketing Channels and Physical Distribution; Global Marketing Communications Decisions I: Advertising and Public Relations; Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication; Digital Revolution; Strategic Elements of Competitive Advantage; Leadership, Organization, and Corporate Social Responsibility

MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.

"Strengths of Global Marketing include clarity in writing, good organization, strong examples/illustrations, and an industry, or as my students say-"real world," perspective." - Samford University reviewer

"I found the explanation of documentary credit to be excellent. This is a concept that students often misunderstand in other textbooks." - Samford University reviewer

"I think the author's writing style, use of examples, and clarity of explanation are the strength of the textbook. They are easy to understand, good use of examples and are clear in discussion." - Monmouth University reviewer

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

 

Rewards Program

Customer Reviews

Great purchase! August 7, 2011
by
I am delighted with the efficiency that ecampus.com dealt with my purchase. I received the textbook promptly and it is in excellent condition. Buying used books does not only save me money but also helps to save our trees. I am very pleased with my purchase and will continue to make ecampus.com my preferred choice for shopping online.
Flag Review
Please provide a brief explanation for why you are flagging this review:
Submit
Your submission has been received. We will inspect this review as soon as possible. Thank you for your input!
Global Marketing: 5 out of 5 stars based on 1 user reviews.

Write a Review