Principles of global marketing (Paper)

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Language: Anglais

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420 p. · 23.5x17.8 cm · Paperback

I. INTRODUCTION.

1. Introduction to Global Marketing.

II. THE GLOBAL MARKETING ENVIRONMENT.

2. The Global Economic Environment.
3. Regional Market Characteristics.
4. Social and Cultural Environment.
5. The Political, Legal, and Regulatory Environments.
6. The Global Financial Environment and Foreign Exchange Decisions.
7. Global Marketing Information Systems and Research.

III. GLOBAL STRATEGY.

8. Going Global: Segmentation, Targeting, and Sourcing Decisions.
9. Sourcing Strategies: Exporting and Importing.
10. Global Market Entry Strategies: Licensing, Joint Ventures, and Ownership.
11. Cooperative Strategies and Global Strategies Partnerships.
12. Strategic Elements of Competitive Advantage.

IV. THE GLOBAL MARKETING MIX.

13. Product Decisions.
14. Pricing Decisions.
15. Global Marketing Channels and Physical Distribution.
16. Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion, and Personal Selling.

V. IMPLEMENTATION OF GLOBAL MARKETING STRATEGY.

17. Leading, Organizing, and Controlling the Global Marketing Effort.
18. The Future of Global Marketing.
Glossary.
Index.