Global marketing.
Material type: TextPublication details: [Mason, Ohio] : South-Western Cengage Learning, c2011.Edition: 3rd ed., International ed. / Kate Gillespie, H. David HennesseyDescription: xxiv, 582 p. : col. ill, col. maps ; 26 cmISBN:- 9780538473392 (pbk.) :
- 9780538473392 (Paper)
- 658.84 GIL
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Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.84 GIL (Browse shelf(Opens below)) | 1 | Available | 00213731 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.84 GIL (Browse shelf(Opens below)) | 1 | Available | 00213727 | ||
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658.84 GIL Global marketing. | 658.84 GIL Global marketing. | 658.84 GIL Global marketing. | 658.84 GIL Global marketing. | 658.84 GIL Global marketing. | 658.84 GIL Global marketing. | 658.84 GIL Global marketing / |
Previous ed.: Boston, Mass.: Houghton Mifflin, 2007.
Includes bibliographical references and index.
1.Introduction to global marketing -- Part 1.Understanding the global marketing environment -- 2.The global economy -- 3.Cultural and social forces -- 4.Political and regulatory climate -- Part 2.Analyzing global opportunities -- 5.Global markets -- 6.Global competitors -- 7.Global marketing research -- Part 3.Developing global participation strategies -- 8.Global market participation -- 9.Global market entry strategies -- Part 4.Designing global marketing programs -- 10.Global product strategies -- 11.Global strategies for services, brands and social marketing -- 12.Pricing for internation and global markets -- 13.Managing global distribution channels -- 14.Global promotion strategies -- 15.Managing global advertising -- Part 5.Managing the global marketing effort -- 16.Organizing for global marketing.