Global marketing, global edition 10, Green, Mark C. Keegan, Warren J.
Старое издание
Автор: Warren Keegan, Mark Green Название: Global Marketing 9 ed. ISBN: 0134129946 ISBN-13(EAN): 9780134129945 Издательство: Pearson Education Цена: 0 T Наличие на складе: Невозможна поставка. Описание: Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors' goal has been to write a book that's authoritative in content yet relaxed and assured in style and tone.
Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing 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. KEY TOPICS: Introduction to Global Marketing; The Global Economic Environment; The Global Trade Environment; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; Global Information Systems and Market Research: Segmentation, Targeting, and Positioning; Importing, Exporting, and Sourcing; Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances; Brand and Product Decisions in Global Marketing; Pricing Decisions; Global Marketing Channels and Physical Distribution; Global Marketing Communications Decisions I: Advertising and Public Relations; Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication; Global Marketing and the Digital Revolution; Strategic Elements of Competitive Advantage; Leadership, Organization, and Corporate Social Responsibility MARKET: For anyone entering the global job market, especially hires of import/export departments.
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