Preface
Acknowledgments
Part One. Introduction
Chapter 1. Introduction to global marketing
Part Two. The global marketing environment
Chapter 2. The global economic environment
Chapter 3. The global trade environment
Chapter 4. Social and cultural environments
Chapter 5. The political, legal, and regulatory environments
Part Three. Approaching global markets
Chapter 6. Global information systems and market research
Chapter 7. Segmentation, targeting, and positioning
Chapter 8. Importing, exporting, and sourcing
Chapter 9. Global market-entry strategies: licensing, investment, and strategic alliances
Part Four. The global marketing mix
Chapter 10. Brand and product decisions in global marketing
Chapter 11. Pricing decisions
Chapter 12. Global marketing channels and physical distribution
Chapter 13. Global marketing communications decisions I
Chapter 14. Global marketing communications decisions II
Chapter 15. Global marketing and the digital revolution
Part Five. Strategy and leadership in the twenty-first century
Chapter 16. Strategic elements of competitive advantage
Chapter 17. Leadership, organization, and corporate social
Responsibility
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.