Global Marketing Management

Inbunden, Engelska, 2013

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Beskrivning

The leading MBA text in international marketing–with comprehensive cases.

This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.

Produktinformation

Utgivningsdatum:2013-06-27
Mått:10 x 10 x 10 mm
Vikt:1 110 g
Format:Inbunden
Språk:Engelska
Antal sidor:480
Upplaga:8
Förlag:Pearson Education
ISBN:9780136157397

Utforska kategorier

Innehållsförteckning

I. Introduction and Overview1. Introduction to Global Marketing II. The Global Marketing Environment2. The Global Economic Environment 3. The Political, Legal, and Regulatory Environments of Global Marketing 4. The Global Cultural Environment III. Analyzing and Targeting Global Market Opportunities 5. Global Customers 6. Global Marketing Information Systems and Research 7. Segmentation, Targeting, and Positioning IV. Global Marketing Strategy 8. Global Entry and Expansion Strategies 9. Competitive Analysis and Strategy V. Creating Global Marketing Programs 10. Product Decisions 11. Pricing Decisions 12. Global Marketing Channels 13. Global Integrated Marketing Communications VI. Managing the Global Marketing Program 14. Global Organization and Leadership: Managing the Global Marketing Effort 15. Global Corporate Social Responsibility and Environmental Sustainability 16. The Future of Global Marketing