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Global marketing / Mark C. Green, Warren J. Keegan

By: Contributor(s): Material type: TextTextSeries: Global editionPublisher: Harlow, United Kingdom Pearson Educación 2020Copyright date: ©2020Edition: Tenth editionDescription: 1 recurso en línea (627 páginas): ilustracionesContent type:
  • texto
Media type:
  • computador
Carrier type:
  • recurso en linea
ISBN:
  • 9781292304021
  • 9781292304083
Subject(s): DDC classification:
  • 658.8 G795 22
Online resources:
Contents:
Chapter 1. Introduction to global marketing -- Chapter 2. The global economic environment -- Chapter 3. The global trade environment -- Chapter 4. Social and cultural environments -- Chapter 5. The political, legal, and regulatory environments -- Chapter 6. Global information systems and market research -- Chapter 7. Segmentation, targeting, and positioning -- Chapter 8. Importing, exporting, and sourcing -- Chapter 9. Global market-entry strategies: licensing, investment, and strategic alliances -- 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 -- Chapter 14. Global marketing communications decisions II -- Chapter 15. Global marketing and the digital revolution -- Chapter 16. Strategic elements of competitive advantage -- Chapter 17. Leadership, organization, and corporate social responsibility
Review: We are proud that this Tenth Edition of Global Marketing marks more than two decades of ublicationsuccess. In this new edition, as in prior editions, we take an environmental and strategicapproach to global marketing by outlining the major dimensions of the global business nvironment.We also provide a set of conceptual and analytical tools that prepare students to successfullyapply the 4Ps when pursuing careers in global marketing or related areas.
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Incluye referencias bibliográficas

Chapter 1. Introduction to global marketing -- Chapter 2. The global economic environment -- Chapter 3. The global trade environment -- Chapter 4. Social and cultural environments -- Chapter 5. The political, legal, and regulatory environments -- Chapter 6. Global information systems and market research -- Chapter 7. Segmentation, targeting, and positioning -- Chapter 8. Importing, exporting, and sourcing -- Chapter 9. Global market-entry strategies: licensing, investment, and strategic alliances -- 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 -- Chapter 14. Global marketing communications decisions II -- Chapter 15. Global marketing and the digital revolution -- Chapter 16. Strategic elements of competitive advantage -- Chapter 17. Leadership, organization, and corporate social responsibility

Acceso en línea, autorizado para usuarios eBooks 7-24

We are proud that this Tenth Edition of Global Marketing marks more than two decades of ublicationsuccess. In this new edition, as in prior editions, we take an environmental and strategicapproach to global marketing by outlining the major dimensions of the global business nvironment.We also provide a set of conceptual and analytical tools that prepare students to successfullyapply the 4Ps when pursuing careers in global marketing or related areas.

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