Global marketing Preface Acknowledgments Introduction Introduction to global marketing The global marketing environment The global economic environment The global trade environment Social and cultural environments T he political legal and regulatory environments Approaching global markets Global information systems and market research Segmentation targeting and positioning Importing exporting and sourcing Global market entry strategies: licensing investment and strategic alliances Brand and product decisions in global marketing Pricing decisions Global marketing channels and physical distribution Global marketing communications decisions I : advertising and public relations Global marketing communications decisions II : sales promotion personal selling and special forms of marketing communication Global marketing and the digital revolution Strategic elements of competitive advantage Leadership organization and corporate social responsibility Glossary Author name index Subject organization index