Global marketing strategies [printed text] / Jean-Pierre Jeannet, Author ; Hubert D. Hennessey, Author  . -  6th Edition . - Boston, Mass. : Houghton Mifflin, 2004 . - xxi, 613p., [8] p. of plates : ill., maps (chiefly col.) ; 24 cm.
ISBN : 978-0-618-31059-3
The authors combine their teaching and professional experience to present students with an authoritative viewpoint of international and global marketing. The text reflects modern global marketing with managerial views, strategic focus, and coverage of global marketing that apply to managers from any industry sector or any country.

Class number:

658.848

Contents note:

Introduction 1. Introduction to Global Marketing Part 1 Understanding the Global Marketing Environment 2. The global economy; 3. Cultural and social forces; 4. Political and legal forces Part 2 Analyzing Global Marketing Opportunities 5. Global markets and buyers; 6. Global marketing research. Part 3 Developing Global Marketing Opportunities: 7. Developing a global mindset; 8. Global marketing strategies; 9. Global market entry strategies Part 4 Designing Global Marketing Programs 10. Pricing for global markets; 11. Global communication strategies; 12. Managing global advertising; 13. Global product and service strategies; 14. Developing new products for global markets; 15. Managing global distribution channels Part 5 Managing the Global Marketing Effort 16. Organizing for global marketing; 17. Planning and controlling global marketing