Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Part 1: Global Marketing Environments
Chapter 1Understanding Global Markets and Marketing
Chapter 2Assessing the Global Marketing Environment-The Global Economy and Technology
Chapter 3 Evaluating Cultural and Social Environments
Chapter 4Analyzing Political and Legal Environments
Chapter 5Integrating Global, Regional, and National Markets
Part 2: Global Marketing Functions and Strategies
Chapter 6Conducting Marketing Research
Chapter 7Selecting International Markets
Chapter 8Entering Global Markets
Chapter 9 Segmenting, Targeting And Positioning For Global Markets
Part 3: The Four Ps of Global Marketing
Chapter 10Developing Global Products and Brands
Chapter 11Setting Global Prices
Chapter 12Building Global Distribution and Placement
Chapter 13 Launching Global Communication and Advertising
Part 4: New Trends in Global Marketing
Chapter 14 Using Social Media For Global Marketing
Chapter 15 Designing And Controlling Global Marketing Systems
Chapter 16 Defining Ethics And Corporate Social Responsibility In The International Marketplace
Part 5: Comprehensive Global Marketing Cases
Part 1: Global Marketing Environments
Case P1-1International Marketing at Marks & Spencer: A UK Retailer
Case P1-2MacEwan Goes Global: Internationalization at a Canadian School of Business
Case P1-3Estimating Demand in Emerging Markets for Kodak Express ©
Part 2: Global Marketing Functions and Strategies
Case P2-1Ruth’s Chris: The High Stakes of International Expansion
Case P2-2A Speed Race: Benelli and QJ Compete in the International Motorbike Arena
Case P2-3Riviera Radio (RR): Developing a Market in a Highly Diverse Community
Part 3: The Four Ps of Global Marketing
Case P3-1Master International Franchising in China: The Athlete's Foot, Inc. (A)
Case P3-2San Francisco Coffee House: An American Style Franchise in Croatia
Case P3-3Euro Disney
Part 4: New Trends in Global Marketing
Case P4-1Mobile Language Learning: Praxis Makes Perfect In China
Case P4-2Birzeit Pharmaceutical Company: Marketing from Palestine
Case P4-3Social Entrepreneurship and Sustainable Farming in Indonesia
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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