Global Marketing: Strategy, Practice, and Cases

ISBN-13: 9780367196097 / Angielski / Miękka / 2020 / 666 str.

Ilan Alon; Eugene Jaffe; Christiane Prange

Opis

Global Marketing, 3^rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. This book will equip today’s students with the knowledge and confidence they need to become leading marketing managers.

Spis treści

Part I: Global Marketing Environments 　1. Understanding Global Markets and Marketing 2. Assessing the Global Marketing Environment: The Global Economy and Technology 3. Evaluating Cultural and Social Environments 4. Analyzing Political and Legal Environments 5. Integrating Global, Regional, and National Markets 　Part II: Global Marketing Functions and Strategies 　6. Conducting Global Marketing Research 7. Entering Global Markets 8. International Market Planning 9. Segmenting, Targeting, and Positioning for Global Markets 　Part III: The Four Ps Of Global Marketing　 10. Developing Global Products and Brands 11. Setting Global Prices 12. Global Placement and Distribution Channels 13. Launching Global Communication and Advertising Part　IV: New Trends in Global Marketing　 14. Using Social Media for Global Marketing 15. Designing and Controlling Global Marketing Systems 16. Defining Ethics and Corporate Social Responsibility in the International Market Place. Appendix: The Global Marketing Plan Global Marketing Cases Index