- 800 pages
- English
- PDF
- Available on iOS & Android
Global Marketing Management
About this book
An indispensable resource for students of marketing, management, and international business
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
- Thoroughly updated examples and case studies with contemporary information
- An ongoing emphasis on the increased volatility and uncertainty of today's global markets
- Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
- New explorations of major global environmental and ethical issues
- New chapters on emerging markets, internet marketing, and corporate social responsibility
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Information
Table of contents
- Cover
- Title Page
- Copyright Page
- Contents
- The Following Additional Cases Appear on the Textbookâs Website
- About The Authors
- Preface
- Acknowledgments
- 1 Globalization Imperative
- 2 Economic Environment
- 3 Financial Environment
- 4 Global Cultural Environment and Buying Behavior
- 5 Political and Legal Environment
- 6 Global Marketing Research
- 7 Global Segmentation and Positioning
- 8 Global Marketing Strategies
- 9 Global Market Entry Strategies
- 10 Global Product Policy Decisions I: Developing New Products for Global Markets
- 11 Global Product Policy Decisions II: Marketing Products and Services
- 12 Global Pricing
- 13 Global Communication Strategies
- 14 Sales Management
- 15 Global Logistics and Distribution
- 16 Export and Import Management
- 17 Planning, Organization, and Control of Global Marketing Operations
- 18 Marketing Strategies for Emerging Markets
- 19 Global Marketing and the Internet
- 20 Sustainable Marketing in the Global Marketplace
- Subject Index
- Name Index
- Company Index
- EULA