Global Marketing, Global Edition eBook (10e) : 9781292304083

Global Marketing, Global Edition eBook (10e)

Keegan / Green
 
Edition
 
10
ISBN
 
9781292304083
ISBN 10
 
1292304081
Published
 
06/09/2019
Published by
 
Pearson Higher Ed USA
Pages
 
Format
 
 
Title type
eBook
$60.00
NZ/Pacific customers only
 
 
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Description
For courses in global marketing.

Familiarises students with global marketing and the global business environment

Global Marketing’s environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

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Table of 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
Features & benefits
  • Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. More than 50% of the chapter-opening vignettes and related end-of-chapter cases are new to the 10th Edition and cover companies such as Apple, Google, and McDonald’s. Cases retained from the prior edition have also been revised and updated for this new edition.
  • Examples of current global marketing practices as well as quotations from global marketing practitioners and industry experts engage students -- helping them to draw parallels between the material and their lives.
  • Updated - Sidebars provide students with original insights into the complexities and subtleties of shifts in the external environment, including economic and social disruption, and their implications for global marketers.
  • Discussion of hot topics, including social media, BRICS nations, and sustainability and corporate social responsibility, help students develop cross-cultural and technological awareness and engage with issues.
  • Recent research findings and tables (containing key company, country, and industry data) help students be conversant in the most current conversations that are happening in this field. The data has been reorganised for improved clarity, comparability, and visual impact.
  • Global Marketing is written in a clear, simple, and an easy-to-understand language, providing conceptual and analytical tools that help and prepare students to understand global marketing.
  • More infographics have been incorporated into the text to enhance clarity and visual appeal.
  • Organisational websites are referenced for further student study and exploration.
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