CONTENTS PART 1: INTRODUCTION 1. INTRODUCTION TO
GLOBAL MARKETING PART 2: THE GLOBAL
MARKETING ENVIRONMENT 2. THE GLOBAL ECONOMIC
ENVIRONMENT 3. THE GLOBAL TRADE
ENVIRONMENT 4. SOCIAL AND CULTURAL
ENVIRONMENTS 5. THE POLITICAL,
LEGAL, AND REGULATORY ENVIRONMENTS PART 3: APPROACHING
GLOBAL MARKETS 6. GLOBAL INFORMATION
SYSTEMS AND MARKET RESEARCH 7. SEGMENTATION,
TARGETING, AND POSITIONING 8. IMPORTING,
EXPORTING, AND SOURCING 9. GLOBAL MARKET-ENTRY
STRATEGIES: LICENSING, INVESTMENT, AND STRATEGIC ALLIANCES PART 4: THE GLOBAL
MARKETING MIX 10. BRAND AND PRODUCT
DECISIONS IN GLOBAL MARKETING 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, AND SPECIAL
FORMS OF MARKETING COMMUNICATION 15. GLOBAL MARKETING
AND THE DIGITAL REVOLUTION PART 5: STRATEGY AND
LEADERSHIP IN THE TWENTY-FIRST CENTURY 16. STRATEGIC ELEMENTS
OF COMPETITIVE ADVANTAGE 17. LEADERSHIP, ORGANIZATION,
AND CORPORATE SOCIAL RESPONSIBILITY GLOSSARY 583 AUTHOR / NAME INDEX 597
SUBJECT / ORGANIZATION INDEX
607
|