Table of Content

I. Introduction and Overview
1. Introduction to Global Marketing

II. The Global Marketing Environment
2. The Global Economic Environment
3. The Political, Legal, and Regulatory Environments of Global Marketing
4. The Global Cultural Environment

III. Analyzing and Targeting Global Market Opportunities
5. Global Customers
6. Global Marketing Information Systems and Research
7. Segmentation, Targeting, and Positioning

IV. Global Marketing Strategy
8. Global Entry and Expansion Strategies
9. Competitive Analysis and Strategy

V. Creating Global Marketing Programs
10. Product Decisions
11. Pricing Decisions
12. Global Marketing Channels
13. Global Integrated Marketing Communications

VI. Managing the Global Marketing Program
14. Global Organization and Leadership: Managing the Global Marketing Effort
15. The Future of Global Marketing
 

Salient Features

New to the Eighth Edition:
Integrated discussion of Internet marketing throughout the book
Intensified focus on culture's influence on marketing communications both from the customer's and manager's perspective
New chapter-Global Social and Environmental Responsibility
Latest research and theory from the leading academic and business publications
Illustrative stories adapted from current business management press
Experiential exercises that require students to apply concepts presented in the chapter to realistic business situations
Chapter-at-a-glance outline for easy identification of the chapter structure and main topics
Completely revised and updated lecture slides that include access to websites and other relevant multimedia sources and teaching aids