ESCP Europe

Item type

Book

Language

English

Publication year

2013

Edition no.

7th ed.

ISBN

978-0-273-76671-1

"A leading case text in international marketing, as well as a popular reference for practitioners, this volume focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries." - abstract from worldcat.

PART1. INTRODUCTION --- Chapter 1: Introduction to global marketing --- PART2. 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 --- PART3. 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 --- PART4. 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 --- PART5. STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY --- Chapter 16: Strategic elements of competitive advantage --- Chapter 17: Leadership, organization, and corporate social responsibility..