GLOBAL MARKETING

CONTENTS

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

GLOSSARY 583

AUTHOR / NAME INDEX 597

SUBJECT / ORGANIZATION INDEX 607