| Description |
xix, 666 pages : illustrations (some color), color maps ; 26 cm |
|
regular print |
| Contents |
1. Introduction to global marketing -- 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 -- 6. Global information systems and market research -- 7. Segmentation, targeting, and positioning -- 8. Exporting, importing, and sourcing -- 9. Global market entry strategies: licensing, investment, and strateigc alliances -- 10. Strategic elements of competitive advantage -- 11. Product and brand decisions -- 12. Pricing decisions -- 13. Global marketing channels and physical distribution -- 14. Global marketing communications decisions I. Advertising and public relations -- 15. Global marketing communications decisions II. Sales promotion, personal selling, special forms of marketing communication, new media -- 16. Leading, organizing and controlling the global marketing effort |
| Notes |
Original ed. title: Principles of global marketing. Upper Saddle River, N.J. : Prentice Hall, c1997 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Export marketing -- Management.
|
|
Export marketing -- Management -- Case studies.
|
|
Export marketing.
|
| Author |
Green, Mark C.
|
| LC no. |
2002190399 |
| ISBN |
0130669989 paperback |
|
0131224530 |
|
