Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.
Global Marketingby Keegan, Warren J.; Green, Mark
step-by-step solutions for this book.
Questions About 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 CDs, lab manuals, study guides, etc.
- The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.
Table of Contents
Part 1: Introduction
Chapter 1: Introduction to Global Marketing
Part 2: The Global Marketing Environment
Chapter 2: The Global Economic Environment
Chapter 3: The Global Trade Environment
Chapter 4: Social and Cultural Environments
Chapter 5: The Political, Legal, and Regulatory Environments
Part 3: Approaching Global Markets
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
Part 4: The Global Marketing Mix
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, and Special Forms of Marketing Communication
Chapter 15: Global Marketing and the Digital Revolution
Part 5: Strategy and Leadership in the Twenty-First Century
Chapter 16: Strategic Elements of Competitive Advantage
Chapter 17: Leadership, Organization, and Corporate Social Responsibility