内容

目次

I. INTRODUCTION. 1. Introduction to Global Marketing. II. THE GLOBALMARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The GlobalTrade Environment. 4. Social and Cultural Environments. 5. The Political,Legal, and Regulatory Environments of Global Marketing. III. APPROACHINGGLOBAL MARKETS. 6. Global Information Systems and Market Research. 7.Segmentation, Targeting, and Positioning. 8. Importing, Exporting, andSourcing. 9. Global Market Entry Strategies: Licensing, Investment, andStrategic Alliances. IV. THE GLOBAL MARKETING MIX. 10. Product and BrandDecisions. 11. Pricing Decisions. 12. Global Marketing Channels andPhysical Distribution. 13. Global Marketing Communications Decisions I:Advertising and Public Relations. 14. Global Marketing CommunicationsDecisions II: Sales Promotion, Personal Selling, Special Forms of MarketingCommunication. V. STRATEGY AND LEADERSHIP IN THE 21st CENTURY. 15. GlobalMarketing and the Digital Revolution. 16. Strategic Elements of CompetitiveAdvantage. 17. Leading, Organizing, and Controlling the Global MarketingEffort. Glossary.