 Global Marketing Management, 3rd Edition
ISBN: 978-0-471-23062-5
Hardcover
720 pages
November 2003
US $156.95
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1. Globalization Imperative.
PART TWO: GLOBAL MARKETING ENVIRONMENT.
2. Global Economic Environment.
3. Financial Environment.
4. Global Cultural Environment and Buying Behavior.
5. Political and Legal Environment.
PART THREE: DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY
6. Global Marketing Research.
7. Global Segmentation and Positioning.
8. Global Marketing Strategies.
9. Global Market-Entry Strategies.
10. Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces.
PART FOUR: GLOBAL MARKETING STRATEGY DEVELOPMENT.
11. Global Product Policy Decisions I: Developing New Products for Global Markets.
12. Global Product Policy Decisions II: Marketing Products and Services.
13. Global Pricing.
14. Communicating with the World Consumer.
15. Sales Management.
16. Global Logistics and Distribution.
17. Export and Import Management.
PART FIVE: MANAGING GLOBAL OPERATIONS.
18. Planning, Organization, and Control of Global Marketing Operations
19. Global Marketing and the Internet.
Cases.
Web Cases.
Photo Credits.
Index.
