| Description |
624 pages : illustrations (mostly colour), maps (colour), portraits (colour) ; 28 cm. ; pbk. |
| Series |
Always learning
|
| Note(s) |
Includes index. |
|
CW828, CW838 |
| Contents |
Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Approaching global markets -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions I : advertising and public relations -- Global marketing communications decisions II : sales promotion, personal selling, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility. |
| Local Note / Price |
53.88 |
| Subject(s) |
Export marketing.
|
|
International trade.
|
| Alt Author |
Green, Mark C.,
|
| ISBN |
1292150769 (pbk.) |
|
9781292150765 (pbk.) |
|
