(eBook PDF) Global Marketing 4th Edition by Kate Gillespie – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1439039437
- ISBN-13 : 978-1439039434
- Author: Kate Gillespie
Written for an undergraduate audience, but also successfully used in post-graduate courses, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors’ extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.
Table contents:
1. Introduction to Global Marketing
PART I Understanding the Global Marketing Environment
2. The Global Economy
3. Cultural and Social Forces
4. Political and Regulatory Climate
PART II Analyzing Global Opportunities
5. Global Markets
6. Global Competitors
7. Global Marketing Research
PART III Developing Global Participation Strategies
8. Global Market Participation
9. Global Market Entry Strategies
PART IV Designing Global Marketing Programs
10. Global Product Strategies
11. Global Strategies for Services, Brands, and Social Marketing
12. Pricing for International and Global Markets
13. Managing Global Distribution Channels
14. Global Promotion Strategies
15. Managing Global Advertising
PART V Managing the Global Marketing Effort
16. Organizing for Global Marketing
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