Global Marketing, 8th Global Edition

For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress.

Table of Contents

Part one Introduction
Chapter 1 Introduction to Global Marketing

Part two The Global Marketing Environment
Chapter 2 The Global Economic Environment
Chapter 3 The Global Trade Environment
Chapter 4 Social and Cultural Environments
Chapter 5 T he Political, Legal, and Regulatory

Part three Approaching Global Markets
Chapter 6 Global Information Systems and Market Research
Chapter 7 Segmentation, Targeting, and Positioning
Chapter 8 Importing, Exporting, and Sourcing
Chapter 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic

Part four The Global Marketing Mix
Chapter 10 Brand and Product Decisions in Global Marketing
Chapter 11 Pricing Decisions
Chapter 12 Global Marketing Channels and Physical Distribution
Chapter 13 Global Marketing Communications Decisions I
Chapter 14 Global Marketing Communications Decisions II
Chapter 15 Global Marketing and the Digital Revolution

Part five Strategy and Leadership in the Twenty-First Century
Chapter 16 Strategic Elements of Competitive
Chapter 17 Leadership, Organization, and Corporate Social Responsibility