Global marketing
Green, Mark C.
Global marketing / Mark C. Green, Warren J. Keegan. - Tenth edition ; Global edition. - 627 pages : illustrations ; 28 cm.
Includes bibliographical references and index.
Pt. 1. Introduction — 1. Introduction to global marketing — Pt. 2. The global marketing environment — 2. The global economic environment — 3. The global trade environment — 4. Social and cultural environments — 5. The political, legal, and regulatory environments — Pt. 3. Approaching global markets — 6. Global information systems and market research — 7. Segmentation, targeting, and positioning — 8. Importing, exporting, and sourcing — 9. Global market-entry strategies : licensing, investment, and strategic alliances — Pt. 4. The global marketing mix — 10. Brand and product decisions in global marketing — 11. Pricing decisions — 12. Global marketing channels and physical distribution — 13. Global marketing communications decisions I : advertising and public relations — 14. Global marketing communications decisions II : sales promotion, personal selling, and special forms of marketing communication — 15. Global marketing and the digital revolution — Pt. 5. Strategy and leadership in the twenty-first century — 16. Strategic elements of competitive advantage — 17. Leadership, organization, and corporate social responsibility.
For courses in global marketing.
Familiarizes students with global marketing and the global business environment, Global Marketing’s environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.
9781292304021
GBB9G7013 bnb
Export marketing
International trade
Marketing--Management
HF1416.K443 / 2020
Global marketing / Mark C. Green, Warren J. Keegan. - Tenth edition ; Global edition. - 627 pages : illustrations ; 28 cm.
Includes bibliographical references and index.
Pt. 1. Introduction — 1. Introduction to global marketing — Pt. 2. The global marketing environment — 2. The global economic environment — 3. The global trade environment — 4. Social and cultural environments — 5. The political, legal, and regulatory environments — Pt. 3. Approaching global markets — 6. Global information systems and market research — 7. Segmentation, targeting, and positioning — 8. Importing, exporting, and sourcing — 9. Global market-entry strategies : licensing, investment, and strategic alliances — Pt. 4. The global marketing mix — 10. Brand and product decisions in global marketing — 11. Pricing decisions — 12. Global marketing channels and physical distribution — 13. Global marketing communications decisions I : advertising and public relations — 14. Global marketing communications decisions II : sales promotion, personal selling, and special forms of marketing communication — 15. Global marketing and the digital revolution — Pt. 5. Strategy and leadership in the twenty-first century — 16. Strategic elements of competitive advantage — 17. Leadership, organization, and corporate social responsibility.
For courses in global marketing.
Familiarizes students with global marketing and the global business environment, Global Marketing’s environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.
9781292304021
GBB9G7013 bnb
Export marketing
International trade
Marketing--Management
HF1416.K443 / 2020
