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

Livre

Keegan, Warren J.. Auteur | Green, Mark C.. Auteur

Edité par Pearson. Boston (Mass.) ; London - 2013 - 7th edition, global edition

Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. What's new in this edition: -discussions on social media are now included throughout the book – Marketing Metrics and Analytics section – Coverage on the importance of key emerging markets. The cases set in global marketing 7th ed. strikes a balance between revisions of earlier cases (e.g., Case 1-2, “McDonald’s Expands Globally While Adjusting Its Local Recipe”) and entirely new cases (e.g., Case 2-3, “Argentina Uncorks Malbec”)

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 of Global Marketing. 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. Product and Brand Decisions. Chapter 11. Pricing Decisions. Chapter 12. Global Marketing Channels and Physical Distribution. Chapter 13. Global Marketing Communications Decisions I:Advertising and Public Relations. Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media. Chapter 15. Global Marketing and the Digital Revolution. Chapter 16. Strategic Elements of Competitive Advantage. Chapter 17. Leadership, Organization, and Corporate Social Responsibility.

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