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Table of content: Part I. Introduction
Chapter 1. Introduction to Global Marketing
Part II. The Global Marketing Environment
Chapter 2. The Global Economic Environment
Chapter 4. Social and Cultural Environments
Chapter 5. The Political, Legal, and Regulatory Environments
Part III. Approaching Global Markets
Chapter 6. Global Information Systems and Market Research
Chapter 7. Segmentation, Targeting, and Positioning
Chapter 8. Importing, Exporting, and Sourcing
Part IV. 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 V. Strategy and Leadership in the Twenty-First Century
Chapter 16. Strategic Elements of Competitive Advantage
Chapter 17. Leadership, Organization, and Corporate Social Responsibility
Product Details: Language: English
ISBN-10: 0133545008
ISBN-13: 978-0133545005
ISBN-13: 9780133545005
Author: Warren J. Keegan, Mark C. Green

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