Global Marketing -- Paperback （7TH）

Keegan, Warren J./ Green, Mark

Pearson Education Limited（2012/03発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 600 p.
• 商品コード 9780273766711
• DDC分類 658.8

Full Description

For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. 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.

Contents

Chapter 1 Introduction to Global Marketing 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 of Global Marketing 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 Product and Brand Decisions 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, New Media Chapter 15 ﾂ Global Marketing and the Digital Revolution Chapter 16 Strategic Elements of Competitive Advantage Chapter 17 Leadership, Organization, and Corporate Social Responsibility