Global marketing : practical insights & international analysis/ Carlyle Farrell.

By:

Farrell, Carlyle

Material type:

TextPublication details: Los Angeles, etc. : SAGE, 2015.Description: 347 p. : ill. col. ; 27 cmContent type:

text

ISBN:

9781446252642

Subject(s):

DDC classification:

658.84

Contents:

Ch. 1. Global Marketing Explained -- Ch. 2. The Cultural Environment -- Ch. 3. Economic and Financial Environments -- Ch. 4. Political and Legal Environments -- Ch. 5. Trade and Protectionism -- Ch. 6. Researching Global Markets -- Ch. 7. Selecting Foreign Markets -- Ch. 8. Entering Foreign Markets -- Ch. 9. Global Products and Services -- Ch. 10. Global Distribution Strategies -- Ch. 11. Global Pricing Strategies -- Ch. 12. Global Communication and Sales Strategies -- Ch. 13. Global Marketing Strategy and Implementation -- Ch. 14. The Marketing Strategies of Emerging Market MNEs -- Ch. 15.The Future of Global Marketing.

Summary: This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.84 FAR glo (Browse shelf(Opens below))	Available	11652

Ch. 1. Global Marketing Explained --
Ch. 2. The Cultural Environment --
Ch. 3. Economic and Financial Environments --
Ch. 4. Political and Legal Environments --
Ch. 5. Trade and Protectionism --
Ch. 6. Researching Global Markets --
Ch. 7. Selecting Foreign Markets --
Ch. 8. Entering Foreign Markets --
Ch. 9. Global Products and Services --
Ch. 10. Global Distribution Strategies --
Ch. 11. Global Pricing Strategies --
Ch. 12. Global Communication and Sales Strategies --
Ch. 13. Global Marketing Strategy and Implementation --
Ch. 14. The Marketing Strategies of Emerging Market MNEs --
Ch. 15.The Future of Global Marketing.

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals.

Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.

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