KEY BENEFIT: The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting. KEY TOPICS: Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.
Table of Contents
Introduction to Global Marketing
p. 2
The Global Economic Environment
p. 40
The Global Trade Environment
p. 76
Social and Cultural Environments
p. 110
The Political, Legal, and Regulatory Environments of Global Marketing
p. 146
Global Information Systems and Market Research
p. 184
Segmentation, Targeting, and Positioning
p. 220
Importing, Exporting, and Sourcing
p. 258
Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
p. 292
Product and Brand Decisions
p. 326
Pricing Decisions
p. 362
Global Marketing Channels and Physical Distribution
p. 398
Global Marketing Communications Decisions I: Advertising and Public Relations
p. 434
Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication
p. 468
Strategic Elements of Competitive Advantage
p. 502
Leading, Organizing, and Controlling the Global Marketing Effort
p. 536
The Digital Revolution and the Global E-Marketplace
p. 568
Table of Contents provided by Blackwell. All Rights Reserved.
