Global Marketing 4th Edition by Warren J Keegan, Mark C Green ISBN 0131469193 978-0131469198 by Warren J. Keegan, Mark C. Green 0131968548 instant download after payment.

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Product details:

ISBN 10: 0131469193

ISBN 13: 978-0131469198 

Author: Warren J. Keegan, Mark C. Green 

The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. For those entering the global job market, especially helpful for hirees of import/export departments.

Table of contents:

PART I: Introduction to Global Marketing

1. Introduction to Global Marketing

PART II: The Global Marketing Environment

2. The Global Economic Environment

3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements

4. Social and Cultural Environments

5. The Political, Legal, and Regulatory Environments of Global Marketing

PART III: 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 IV: The Global Marketing Mix

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

PART V: Strategy and Leadership in the Twenty-First Century

15. Strategic Elements of Competitive Advantage

16. Leading, Organizing, and Controlling the Global Marketing Effort

17. The Digital Revolution and Global Electronic Marketplace

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Tags: Warren J Keegan, Mark C Green, Global Marketing, 4th Edition