内容

目次

I. INTRODUCTION. 1. Introduction to Global Marketing. II. THE GLOBALMARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The GlobalTrade Environment: Regional Market Characteristics and Preferential TradeAgreements. 4. Social and Cultural Environments. 5. The Political, Legal,and Regulatory Environments of Global Marketing. 6. Global InformationSystems and Market Research. III. GLOBAL STRATEGY. 7. Segmentation,Targeting, and Positioning. 8. Sourcing Strategies: Exporting andImporting. 9. Global Market Entry Strategies: Licensing, Investment, andStrategic Alliances. 10. Strategic Elements of Competitive Advantage. IV.THE GLOBAL MARKETING MIX. 11. Product and Brand Decisions. 12. PricingDecisions. 13. Global Marketing Channels and Physical Distribution. 14.Global Marketing Communications Decisions I: Advertising and PublicRelations. 15. Global Marketing Communications Decisions II: SalesPromotion, Personal Selling, Special Forms of Marketing Communication, NewMedia. V. MANAGING THE GLOBAL MARKETING EFFORT. 16. Leading, Organizing, andControlling the Global Marketing Effort. Glossary.