(eBook PDF) Global Marketing 9th Edition by Warren J. Keegan – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 013413818X
• ISBN-13 ‏ : ‎ 978-0134138183
• Author: Warren Keegan, Mark Green

For courses in global marketing. Familiarizes Readers with Global Marketing and the Global Business Environment 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.

Table contents:

Part I: Introduction

1. Introduction to Global Marketing

Part II: The Global Marketing Environment

2. The Global Economic Environment

3. The Global Trade Environment

4. Social and Cultural Environments

5. The Political, Legal, and Regulatory Environments

Part III: Approaching Global Markets

6. Global Information Systems and Market Research

7. Segmentation, Targeting, and Positioning

8. Importing, Exporting, and Sourcing

9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

Part IV: The Global Marketing Mix

10. Brand and Product Decisions in Global Marketing

11. Pricing Decisions

12. Global Marketing Channels and Physical Distribution

13. Global Marketing Communications Decisions I: Advertising and Public Relations

14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

15. Global Marketing and the Digital Revolution

Part V: Strategy and Leadership in the Twenty-First Century

16. Strategic Elements of Competitive Advantage

17. Leadership, Organization, and Corporate Social Responsibility

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