(EBook) Global Marketing 10E By Mark Green 9781292304083

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