MyLab Marketing without Pearson eText for Global Marketing, Global Edition
Pearson (Hersteller)
978-1-292-30407-6 (ISBN)
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PART 1: INTRODUCTION
1. Introduction to Global Marketing
PART 2: 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 3: 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 4: 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 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility
| Erscheint lt. Verlag | 29.10.2019 |
|---|---|
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-30407-3 / 1292304073 |
| ISBN-13 | 978-1-292-30407-6 / 9781292304076 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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