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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