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    Global Marketing

     
    Updating the global marketplace.
    3/7/2005

    Marketing in the global environment no longer is a new topic, but the fourth edition of this popular book provides an updated look at selling products in different markets around the world.

    Current research has been added to the chapters as well as a section on the digital marketplace—material includes examinations of such topics as the price of AIDS drugs in developing countries, and music downloads. Charts, graphics, and copies of advertisements are present throughout. Case studies, half of which are new, provide real-world examples of issues surrounding the 4Ps: product, price, place, and promotion. Each chapter concludes with discussion questions that can be pondered as easily in the executive suite as in the classroom.

    While not prescriptive in nature, managers probably could adapt aspects of the cases to their own products and marketplaces. This is a serious book with a serious price tag: $110.—Cynthia D. Churchwell

    Table of Contents:

    1. Introduction to global marketing
    2. Global economic environment
    3. The global trade environment: Regional market characteristics and preferential trade agreements
    4. Social and cultural environments
    5. The political, legal, and regulatory environments of global marketing
    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
    10. Product and brand decisions
    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. Strategic elements of competitive advantage
    16. Leading, organizing, and controlling the global marketing effort
    17. The digital revolution and the global electronic marketplace
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