Ebook Global Marketing 8e by Keegan, Green (Global Edition)


Global Marketing
8th Edition (Global Edition)
Warren J. Keegan - Mark C. Green
©2015 | Pearson Education
PDF

Table of Content:
Part I. Introduction
Chapter 1. Introduction to Global Marketing

Part II. The Global Marketing Environment
Chapter 2. The Global Economic Environment
Chapter 3. The Global Trade Environment
Chapter 4. Social and Cultural Environments
Chapter 5. The Political, Legal, and Regulatory Environments

Part III. Approaching Global Markets
Chapter 6. Global Information Systems and Market Research
Chapter 7. Segmentation, Targeting, and Positioning
Chapter 8. Importing, Exporting, and Sourcing
Chapter 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

Part IV. The Global Marketing Mix
Chapter 10. Brand and Product Decisions in Global Marketing
Chapter 11. Pricing Decisions
Chapter 12. Global Marketing Channels and Physical Distribution
Chapter 13. Global Marketing Communications Decisions I: Advertising and Public Relations
Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Chapter 15. Global Marketing and the Digital Revolution

Part V. Strategy and Leadership in the Twenty-First Century 488
Chapter 16. Strategic Elements of Competitive Advantage
Chapter 17. Leadership, Organization, and Corporate Social Responsibility

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