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Global Marketing 10th GE Mark Green / Warren Keegan 9781292304021

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TITLE : Global Marketing  Mark Green / Warren Keegan

ISBN13 : 9781292304021   

PUBLISHER : PEARSON (2020)

EDITION : 10TH Global Edition PAPERBACK

Familiarises 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. 

Table of contents

PART 1: INTRODUCTION

1. Introduction to Global Marketing


PART 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


PART 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


PART 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



PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility