Global Marketing, Global Edition + MyLab Marketing with Pearson eText Access Card for Global Marketing, Global Edition (Package) （11TH）

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Global Marketing, Global Edition + MyLab Marketing with Pearson eText Access Card for Global Marketing, Global Edition (Package) （11TH）

Keegan, Warren J./ Green, Mark

Pearson Education Limited（2025/10発売）

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言語 ENG
商品コード 9781292750569

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