Includes bibliographical references and indexes.

Contents: 1. Introduction: Introduction to global marketing -- 2. Global economic environment: The Global marketing environment -- Regional market characteristics and preferential -- Social and cultural environments -- The political, legal and regulatory environment -- 3. Approaching global markets: Global information systems -- and market research -- Segmentation, targeting and positioning -- Importing, exporting and sourcing -- Global market entry strategies -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions: advertising and public relations -- Global marketing communications decisions: sales promotion, personal selling , special forms o marketing communication -- Global marketing and the digital revolution -- 5. Strategy and leadership in the twenty-first century: Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility --