Global Marketing plus Pearson MyLab Marketing with Pearson eText, Global Edition

Series
Pearson
Author
Mark C. Green / Warren J. Keegan  
Publisher
Pearson
Cover
Softcover
Edition
10
Language
English
Pub.-date
February 2020
ISBN13
9781292304120
ISBN
129230412X
Related Titles


Product detail

Product Price CHF Available  
9781292304120
Global Marketing plus Pearson MyLab Marketing with Pearson eText, Global Edition
95.40 approx. 7-9 days

Free evaluation copy for lecturers


Description

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.

 

For courses in global marketing.

This package includes MyLab.

 

Familiarizes students with global marketing and the global business environment

Global Marketing’s environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.  

 

Reach every student by pairing this text with Pearson MyLab Marketing

MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.


Pearson MyLab Marketing should only be purchased when required by an instructor. Please be sure you have the correct ISBN and Course ID. Instructors, contact your Pearson representative for more information.

Features

Bring global marketing to life with real-world examples

·    New and Revised - Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. More than 50% of the chapter-opening vignettes and related end-of-chapter cases are new to the 10th Edition and cover companies such as Apple, Google, and McDonald’s. Cases retained from the prior edition have also been revised and updated for this new edition.

·    New and Updated - Examples of current global marketing practices as well as quotations from global marketing practitioners and industry experts engage students -- helping them to draw parallels between the material and their lives.

 

Get students up to speed on the latest global marketing developments

·    Updated - Sidebars provide students with original insights into the complexities and subtleties of shifts in the external environment, including economic and social disruption, and their implications for global marketers.

·    New and Updated - Discussion of hot topics, including social media, BRICS nations, and sustainability and corporate social responsibility, help students develop cross-cultural and technological awareness and engage with issues.

·    Updated - Recent research findings and tables (containing key company, country, and industry data) help students be conversant in the most current conversations that are happening in this field. The data has been reorganized for improved clarity, comparability, and visual impact.

 

Teach using concise and clear descriptions and organization

·    Global Marketing is written in a clear, simple, and an easy-to-understand language, providing conceptual and analytical tools that help and prepare students to understand global marketing.

·    New - More infographics have been incorporated into the text to enhance clarity and visual appeal.

·    New - Organizational websites are referenced for further student study and exploration.

 

 

This package includes MyLab™ Marketing, the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and often improves results for each student.

 

·    Teach your course your way: Your course is unique. So whether you’d like to build your own assignments, teach multiple sections, or set prerequisites, MyLab gives you the flexibility to easily create your course to fit your needs.

o   With Reporting Dashboard, view, analyze, and report learning outcomes clearly and easily; and get the information you need to keep your students on track throughout the course.

o   New - Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience available within MyLab. It lets students highlight, take notes, and review key vocabulary all in one place -- even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily share their own notes with students so they see the connection between their eText and what they learn in class.

·    Empower each learner: Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need -- when and where they need it -- to be successful.

·    Deliver trusted content: You deserve teaching materials that meet your own high standards for your course. That’s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust -- and that keep your students engaged.

o   New - Video Library offers a curated collection of videos that helps students understand why they’re learning key concepts and how to apply them in their careers.

Improve student results: When you teach with MyLab, student performance often improves. That’s why instructors have chosen MyLab for over 15 years, touching the lives of over 50 million students.

New to this Edition

Bring global marketing to life with real-world examples

·    Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. More than 50% of the chapter-opening vignettes and related end-of-chapter cases are new to the 10th Edition and cover companies such as Apple, Google, and McDonald’s. Cases retained from the prior edition have also been revised and updated for this new edition.

·    Examples of current global marketing practices as well as quotations from global marketing practitioners and industry experts engage students -- helping them to draw parallels between the material and their lives.

 

Get students up to speed on the latest global marketing developments

·    Sidebars provide students with original insights into the complexities and subtleties of shifts in the external environment, including economic and social disruption, and their implications for global marketers.

·    Discussion of hot topics, including social media, BRICS nations, and sustainability and corporate social responsibility, help students develop cross-cultural and technological awareness and engage with issues.

·    Recent research findings and tables (containing key company, country, and industry data) help students be conversant in the most current conversations that are happening in this field. The data has been reorganized for improved clarity, comparability, and visual impact.

 

Teach using concise and clear descriptions and organization

·    More infographics have been incorporated into the text to enhance clarity and visual appeal.

·    Organizational websites are referenced for further student study and exploration.

 

 

This package includes MyLab™ Marketing, the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and often improves results for each student.

 

·    Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience available within MyLab. It lets students highlight, take notes, and review key vocabulary all in one place -- even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily share their own notes with students so they see the connection between their eText and what they learn in class.

Video Library offers a curated collection of videos that helps students understand why they’re learning key concepts and how to apply them in their careers.

Table of Contents

PART 1: INTRODUCTION

1. Introduction to Global Marketing

 

PART 2: THE GLOBAL MARKETING ENVIRONMENT

2. The Global Economic Environment

3. The Global Trade Environment

4. Social and Cultural Environments

5. The Political, Legal, and Regulatory Environments

 

PART 3: APPROACHING GLOBAL MARKETS

6. Global Information Systems and Market Research

7. Segmentation, Targeting, and Positioning

8. Importing, Exporting, and Sourcing

9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

 

PART 4: THE GLOBAL MARKETING MIX

10. Brand and Product Decisions in Global Marketing

11. Pricing Decisions

12. Global Marketing Channels and Physical Distribution

13. Global Marketing Communications Decisions I: Advertising and Public Relations

14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

15. Global Marketing and the Digital Revolution

 

PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

16. Strategic Elements of Competitive Advantage

17. Leadership, Organization, and Corporate Social Responsibility