Global Marketing plus Pearson MyLab Marketing with Pearson eText, Global Edition

 
 
Pearson Education Limited (Verlag)
  • 10. Auflage
  • |
  • erschienen am 19. Februar 2020
 
  • Buch
  • |
  • Kombi-Artikel
978-1-292-30412-0 (ISBN)
 
10th edition
  • Englisch
  • Harlow
  • |
  • Großbritannien
  • Für Beruf und Forschung
  • Höhe: 280 mm
  • |
  • Breite: 220 mm
  • |
  • Dicke: 20 mm
  • 1216 gr
978-1-292-30412-0 (9781292304120)

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

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