Global Marketing 3rd Edition Gillespie Test Bank

Global Marketing 3rd Edition Gillespie Test Bank

Product details:

• ISBN-10 ‏ : ‎ 1439039437
• ISBN-13 ‏ : ‎ 978-1439039434
• Author: Kate Gillespie

Written for an undergraduate audience, but also successfully used in post-graduate courses, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors’ extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

Table contents:

1. Introduction to Global Marketing

PART I Understanding the Global Marketing Environment 2. The Global Economy 3. Cultural and Social Forces 4. Political and Regulatory Climate

PART II Analyzing Global Opportunities 5. Global Markets 6. Global Competitors 7. Global Marketing Research

PART III Developing Global Participation Strategies 8. Global Market Participation 9. Global Market Entry Strategies

PART IV Designing Global Marketing Programs 10. Global Product Strategies 11. Global Strategies for Services, Brands, and Social Marketing 12. Pricing for International and Global Markets 13. Managing Global Distribution Channels 14. Global Promotion Strategies 15. Managing Global Advertising

PART V Managing the Global Marketing Effort 16. Organizing for Global Marketing

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