Global Marketing, Global Edition

Description
Table of Contents

For courses in International Marketing and Global Marketing.

This is the leading MBA text in international marketing—with comprehensive cases.

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Chapter 1 IntroductIon to Global Marketing
Chapter 2 The Global Economic Environment
Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing
Chapter 4 The Global Cultural EnvIronment
Chapter 5 Global Customers
Chapter 6 Global Marketing Information Systems and Research
Chapter 7 Segmentation, Targeting, and Positioning
Chapter 8 Global Entry and Expansion Strategies
Chapter 9 Competitive Analysis and Strategy
Chapter 10 Product Decisions
Chapter 11 Pricing Decisions
Chapter 12 Global Marketing Channels
Chapter 13 Global Integrate Marketing Communications
Chapter 14 Global Organization and Leadership: Managing the Global Marketing Effort
Chapter 15 Global Corporate Social Responsibility and Environmental Sustainability
Chapter 16 The Future of Global Marketing