Global Marketing, Global Edition, 10th edition

Published by Pearson (September 9, 2019) © 2020

  • Warren J. Keegan Pace University
  • Mark C. Green Simpson College
Products list
$79.95 AUD
Instant access

Access details

  • Digital eBook
  • Instant access
  • Available online, offline and via apps
  • Accessible through the VitalSource Bookshelf

Features

  • Vignettes & case studies
  • Make highlights and notes
  • Listen as the Bookshelf reads to you
Products list
$158.35 AUD
Free delivery

Details

  • A print copy
  • Free shipping

Features

  • Vignettes & case studies
  • Discussions of hot topics
Products list
$79.95 AUD
Buy accessOpens in a new tab
Instant Access

Access details

  • Register via our MyLab page to purchase
  • A Course ID from your instructor is required
  • Instant access once purchased (eText included)

Features

  • Vignettes & case studies
  • Includes eText, Apps and study tools
  • Instant feedback on assignments
  • Help when and where you need it

For courses in global marketing.

Familiarises students with global marketing and the global business environment. Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

  • PART 1: INTRODUCTION
  • 1. Introduction to Global Marketing
  • PART 2: 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 3: 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 4: 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 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
  • 16. Strategic Elements of Competitive Advantage
  • 17. Leadership, Organization, and Corporate Social Responsibility

Need help? Get in touch