Table of Contents
Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.
1. The Global Environment.
2. International Trade Frameworks and Policy.
3. The Role of Culture.
4. The Economic Environment.
5. The Political and Legal Environments.
Part II: FINDING GLOBAL CUSTOMERS.
6. The Global Consumer.
7. Strategic Planning.
8. Analyzing People and Markets.
9. Market Entry and Expansion.
10. Organization for Global Marketing.
Part III: THE GLOBAL MARKETING MIX.
11. Product Management and Global Brands.
12. Marketing of Services.
13. Advertising, Promotion, and Sales.
14. Pricing Strategies and Tactics.
15. Global Distribution and Logistics.
Part IV: LEADERSHIP IN GLOBAL MARKETING.
16. Social Networks and Communication.
17. Leadership: Responsibility and Sustainability.
18. New Directions and Challenges.
Appendix. Finding Your Calling in Global Markets: Jobs and Careers.
Video Cases: Video cases are located within the case section and are available on DVD for instructors. These cases further illustrate chapter topics and have been expanded from previous editions.
Recommended Readings: Found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource.
Internet Exercises: Included at the end of each chapter, Internet exercises give readers online experience at the international and global issues that arise in marketing.
E-Commerce and Technology: The impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text.
Culture and Government: The text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray the increase in governments' role in international marketing.
Figures and Tables: The chapter content, tables, figures, maps, and examples have been thoroughly updated in this new edition to reflect the changes happening in the world around us.
Focus on the Physical Environment and Geography: Updated maps provide context in terms of social and economic data, including electronic maps. An appendix directly addresses the relationship between geography and international marketing.
New Cases: Each Part section is followed by 4 cases, with 2 additional cases online. Presented on a variety of topics, these cases present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum.
- Stock: In Stock
- Model: 9781133588399
- Weight: 1.50kg
- Dimensions: 32.40cm x 23.70cm x 6.00cm
- ISBN: 9781133588399