Global marketing /
Kate Gillespie, Jean-Pierre Jeannet, H. David Hennessey.
- 2nd ed.
- Boston, Mass. : Houghton Mifflin, c2007.
- xviii, 619 p. : ill. (chiefly col.), col. maps ; 26 cm.
Previous ed.: 2004. Text on lining papers.
Includes bibliographical references and index.
1.Introduction to global marketing -- 2.The global economy -- 3.Cultural and social forces -- 4.Political regulatory climate -- 5.Global markets -- 6.Global competitors -- 8.Global market participation -- 9.Global market entry strategies -- 10.Global product strategies -- 11.Global strategies for services, brands, and social marketing -- 13.Managing global distribution channels -- 14.Global promotion strategies -- 15.Managing global advertising -- 16.Organizing for global marketing.