内容

目次

I. INTRODUCTION AND OVERVIEW. 1. Introduction to Global Marketing. II.THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3.The Social and Cultural Environment. 4. The Political, Legal, andRegulatory Environments of Global Marketing. III. ANALYZING AND TARGETINGGLOBAL MARKET OPPORTUNITIES. 5. Global Customers. 6. Global MarketingInformation Systems and Research. 7. Global Targeting, Segmenting andPositioning. IV. GLOBAL MARKETING STRATEGY. 8. Entry and ExpansionStrategies: Marketing and Sourcing. 9. Cooperation and Global StrategicPartnerships. 10. Competitive Analysis and Strategy. V. CREATING GLOBALMARKETING PROGRAMS. 11. Product Decisions. 12. Pricing Decisions. 13.Global Marketing Channels and Physical Distribution. 14. Global Advertising.15. Global Promotion: Personal Selling, Public Relations, Sales Promotion,Direct Marketing, Trade Shows, Sponsorship. 16. Global e.marketing. VI.MANAGING THE GLOBAL MARKETING PROGRAM. 17. Leading, Organizing, andMonitoring the Global Marketing Effort. 18. The Future of Global Marketing.Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.