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Full Description
For global marketing courses. Three decades of success preparing global marketers. Global Marketing offers a compelling, authoritative narrative on marketing in the era of globalisation. The authors take an environmental and strategic approach focused on the major dimensions of global business. Analytical tools equip students for professional applications of the 4Ps: product, price, place and promotion.
With an easy-to-consume style and tone, the 11th Edition explores complex shifts in global business and what they mean for marketers. New cases and coverage reflect the rapid pace of change across global economies, commerce and technologies, including social media, AI and other cutting-edge innovations.
Contents
PART 1: INTRODUCTION
Introduction to Global Marketing
PART 2: THE GLOBAL MARKETING ENVIRONMENT
The Global Economic Environment
The Global Trade Environment
Social and Cultural Environments
The Political, Legal, and Regulatory Environments
PART 3: APPROACHING GLOBAL MARKETS
Global Information Systems and Market Research
Segmentation, Targeting, and Positioning
Importing, Exporting, and Sourcing
Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
PART 4: THE GLOBAL MARKETING MIX
Brand and Product Decisions in Global Marketing
Pricing Decisions
Global Marketing Channels and Physical Distribution
Global Marketing Communications Decisions I
Global Marketing Communications Decisions II
Global Marketing and the Digital Revolution
PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
Strategic Elements of Competitive Advantage
Leadership, Organization, and Corporate Social Responsibility
