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Summary of Global Marketing
Marking the 20th anniversary of this series of textbooks, this 9th edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors’ goal has been to write a book that’s authoritative in content yet relaxed and assured in style and tone.
Readers have consistently praised Global Marketing for its simple, readable language and clarity. The 9th edition brings global marketing into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing.
KEY TOPICS: Introduction to Global Marketing; The Global Economic Environment; The Global Trade Environment; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; 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
Additional ISBNs: 134129946, 9780134129945
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