Global marketing - Keegan, Warren J.; Green, Mark C. (Harlow, Essex, [Eng.] Pearson, 2013)
Part 1: Introduction Chapter 1: Introduction to Global Marketing Part 2: The Global Marketing Environment 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 Part 3: Approaching Global Markets 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 Part 4: The Global Marketing Mix 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: Advertising and Public Relations Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication Chapter 15: Global Marketing and the Digital Revolution Part 5: Strategy and Leadership in the Twenty-First Century Chapter 16: Strategic Elements of Competitive Advantage Chapter 17: Leadership, Organization, and Corporate Social Responsibility.
Global edition.
Includes bibliographical references and indexes.
Keywords: Export marketing; Export marketing -- Management