Global Marketing Management, 8th Edition

Global Marketing Management, Eighth Edition, presents the latest developments in global marketing within the context of the whole organization, making internal and external connections where appropriate for a deeper understanding of global business from a managerial point of view. title"Salient Features" style"margin-bottom: 0px; padding-bottom: 5px; font-size: 13px; height: 16px; color: rgb(157, 19, 71); font-family: Verdana, arial, san-serif; background-color: rgb(255, 255, 255);"Salient Features"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; background-color: rgb(255, 255, 255);"New to the Eighth Edition:Integrated discussion of Internet marketing throughout the bookIntensified focus on culture's influence on marketing communications both from the customer's and manager's perspectiveNew chapter-Global Social and Environmental ResponsibilityLatest research and theory from the leading academic and business publicationsIllustrative stories adapted from current business management pressExperiential exercises that require students to apply concepts presented in the chapter to realistic business situationsChapter-at-a-glance outline for easy identification of the chapter structure and main topicsCompletely revised and updated lecture slides that include access to websites and other relevant multimedia sources and teaching aids title"Table of Content" style"margin-bottom: 0px; padding-bottom: 5px; font-size: 13px; height: 16px; color: rgb(157, 19, 71); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"Table of Content"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"I. Introduction and Overview1. Introduction to Global Marketing"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"II. The Global Marketing Environment2. The Global Economic Environment3. The Political, Legal, and Regulatory Environments of Global Marketing4. The Global Cultural Environment"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"III. Analyzing and Targeting Global Market Opportunities5. Global Customers6. Global Marketing Information Systems and Research7. Segmentation, Targeting, and Positioning"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"IV. Global Marketing Strategy8. Global Entry and Expansion Strategies9. Competitive Analysis and Strategy"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"V. Creating Global Marketing Programs10. Product Decisions11. Pricing Decisions12. Global Marketing Channels13. Global Integrated Marketing Communications"margin-top: 0px; margin-bottom: 0px; padding: 0px 0px 9px; font-size: 12px; line-height: 1.4; color: rgb(0, 0, 0); font-family: Verdana, arial, san-serif; text-align: justify; background-color: rgb(255, 255, 255);"VI. Managing the Global Marketing Program14. Global Organization and Leadership: Managing the Global Marketing Effort15. The Future of Global Marketing