Global Marketing : Contemporary Theory, Practice, and Cases (Hardcover, 2 New edition)

Part I: Global Marketing Environments  1. Understanding Global Markets and Marketing  2. Assessing the Global Marketing Environment: The Global Economy and Technology  3. Evaluating Cultural and Social Environments  4. Analyzing Political and Legal Environment  5. Integrating Global, Regional, and National Markets  Part II: Global Marketing Functions and Strategies  6. Conducting Marketing Research  7. Entering Global Markets  8. International Market Planning  9. Segmenting, Targeting, and Positioning for Global Markets  Part III: The Four Ps Of Global Marketing  10. Developing Global Products and Brands  11. Setting Global Prices  12. Global Placement and Distribution Channels  13. Launching Global Communication and Advertising  Part IV: New Trends in Global Marketing  14. Using Social Media for Global Marketing  15. Designing and Controlling Global Marketing Systems  16. Defining Ethics and Corporate Social Responsibility in the International Market Place  Part V: Comprehensive Global Marketing Cases  1. Global Marketing Environments  2. Global Marketing Functions and Strategies  3. The Four Ps Of Global Marketing  4. New Trends in Global Marketing  5. Appendix: The Global Marketing Plan Global Marketing Cases Index