9780132719155

Global Marketing

by ;
  • ISBN13:

    9780132719155

  • ISBN10:

    0132719150

  • Edition: 7th
  • Format: Paperback
  • Copyright: 1/20/2012
  • 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: $276.59 Save up to $149.74
  • Buy Used
    $126.85
    Add to Cart Free Shipping

    USUALLY SHIPS IN 2-3 BUSINESS DAYS

Supplemental Materials

What is included with this book?

  • The Used and eBook copies of this book are 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

The excitement, challenges, and controversies of global marketing. Global Marketingreflects current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The seventh edition examines the effect of the global financial crisis on global marketing strategy.

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

Rewards Program

Write a Review