Global Marketing, Global Edition -- MyLab Marketing with Pearson eText
Pearson Education Limited (Hersteller)
978-1-292-15082-6 (ISBN)
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Part I: Introduction
1. Introduction to Global Marketing
Part II: 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 III: 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 IV: 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 V: Strategy and Leadership in the Twenty-First Century
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility
| Verlagsort | Harlow |
|---|---|
| Sprache | englisch |
| Maße | 128 x 171 mm |
| Gewicht | 14 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-15082-3 / 1292150823 |
| ISBN-13 | 978-1-292-15082-6 / 9781292150826 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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