Nobel Akademik Yayıncılık KÜRESEL PAZARLAMA - Global Marketing

Product description

Global marketing is a book written with the approach of determining the marketing mix that companies can apply in global markets and adapting their marketing policies and strategies to global markets, in the intense competitive environment created by the dimensions of the globalization phenomenon today. The book aims to inform academics, undergraduate and postgraduate students, and those working in the field of global marketing in the business world, and to improve their ability to make flexible decisions according to changing global environmental conditions.

to this end, numerous global firms have been taken as examples, and the global policies and strategies they have implemented have been discussed. Additionally, exercises have been given on the ability to apply the knowledge gained through ''case study'' studies. The book consists of 17 chapters. In these sections, the main lines are 'think globally, act locally.'

Approach Economic, commercial, social, cultural, political, legal, administrative environmental factors that make up the global marketing environment

Global information systems and market research, market segmentation and positioning, import and export and resource creation, entry strategies into global markets

Global marketing karma, brand, product, price, distribution, advertising, sales accommodation decisions in global markets, digital revolution

Strategic competitive advantage, leadership, organizational issues in global firms and the social responsibility of the firm are covered. "each section begins with an example of a global company from the business world and under the title ""learning objectives"", it is clearly stated what that section aims to teach." "at the end of the chapters, company applications are given under the name of ""case study"" and it is requested that the problems faced by companies be solved within the framework of the information learned in that section."

in addition, the chapters include quantitative measurements and analysis, such as return on investment in marketing, under the heading ''marketing measurements and analysis''. The global marketing book, with its turkish translation, can be recommended as a fundamental resource book for those working in the field of global marketing in the education and business world, thanks to its rich content.

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• Made in Türkiye
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• Barcode No: 9786053200437
• Origin: TR