Global Marketing: Global Edition


7e édition

Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The excitement, challenges, and controversies of global marketing. For undergraduate and graduate global marketing courses. Lire la suite

Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.

The excitement, challenges, and controversies of global marketing.
For undergraduate and graduate global marketing courses.


VitalSource eBook (VitalBook) - En anglais 47,00 € DRM - Momentanément indisponible

Spécifications


Éditeur
Pearson Education
Édition
7
Auteur
Warren Keegan, Mark Green,
Langue
anglais
Mots clés
manuel, marketing, ouvrage en anglais, VitalSource
Catégorie (éditeur)
> Manuels et lecture complémentaires > Marketing & Communication > Marketing
Catégorie (éditeur)
> Manuels et lecture complémentaires > Marketing & Communication
BISAC Subject Heading
BUS043000 BUSINESS & ECONOMICS / Marketing > BUS058010 BUSINESS & ECONOMICS / Sales & Selling / Management *
BIC subject category (UK)
KJMV7 Sales & marketing management
Code publique Onix
05 Enseignement supérieur
Date de première publication du titre
19 septembre 2012
Subject Scheme Identifier Code
Classification thématique Thema: Ventes et marketing
Classification thématique Thema: Gestion des ventes et marketing

VitalSource eBook


Date de publication
19 septembre 2012
ISBN-13
9780273766773
Ampleur
Nombre de pages de contenu principal : 600
Code interne
273766775
Protection technique e-livre
DRM

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Sommaire


01. Introduction to Global Marketing
02. The Global Economic Environment
03. The Global Trade Environment
04. Social and Cultural Environments
05. The Political, Legal, and Regulatory Environments of Global Marketing  ¬
06. Global Information Systems and Market Research
07. Segmentation, Targeting, and Positioning
08. Importing, Exporting, and Sourcing
09. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
10. Product and Brand Decisions
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, Special Forms of Marketing Communication, New Media
15. Global Marketing and the Digital Revolution
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility


Ressources Enseignant


En accès réservé, à télécharger

Image Library, Instructor's Manual, Testbank, PowerPoint

Compléments


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