Global marketing management / (Record no. 746)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02589cam a2200205 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0139030239 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER | |
| ISSN | 9780139030239 |
| 050 00 - CALL NUMBER | |
| Classification number | HF1416 |
| Item number | .K44 |
| 100 1# - AUTHOR | |
| Personal name | Keegan, Warren J. |
| 245 10 - TITLE | |
| Title | Global marketing management / |
| Statement of responsibility, etc | Warren J. Keegan. |
| 250 ## - EDITION | |
| Edition statement | 6th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Upper Saddle River, N.J. : |
| Name of publisher | Prentice Hall, |
| Year of publication | c1999. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xiv, 639 p. : |
| Other physical details | ill., maps ; |
| Dimensions | 26 cm. |
| 440 #0 - SERIES | |
| SERIES | Prentice Hall series in marketing |
| 500 ## - NOTES | |
| General note | Includes bibliographical references and index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | I. INTRODUCTION AND OVERVIEW. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Social and Cultural Environments. 4. The Political, Legal, and Regulatory Environments of Global Marketing. III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES. 5. Global Markets and Buyers. 6. Global Marketing Information Systems and Research. 7. Segmentation, Targeting, and Positioning. IV. GLOBAL MARKETING STRATEGY. 8. Sourcing: Exporting and Importing. 9. Global Marketing Strategy: Entry and Expansion. 10. Competitive Analysis and Strategy. 11. Cooperative Strategies and Global Strategic Partnerships. V. CREATING GLOBAL MARKETING PROGRAMS. 12. Product Decisions. 13. Pricing Decisions. 14. Global Marketing Channels and Physical Distribution. 15. Global Advertising. 16. Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet. 17. Internet and Data Base Marketing. VI. MANAGING THE GLOBAL MARKETING PROGRAM. 18. Leading, Organizing, and Controlling the Global Marketing Effort. 19. The Future of Global Marketing. Appendix: Global Income and Population 1997 and Projections to 2000 and 2010. CASES. Which Company Is Transnational? Swatchmobile/Smart Car. Euro Disney (A), (B). Coca-Cola: Universal Appeal? Choufont-Salva, Inc. Oriflame. Swatch Watch U.S.A.: Creative Marketing Strategy. Odysseus, Inc. (The Decision to Go "International"). Metro Corporation: Technology Licensing Negotiation. A.S. Norlight. Aremco Products Inc. The Launch of GSM Cellular Telephones in South Africa. Kodak vs. Fuji: A Case of Japanese-American Strategic Interaction. Grasse Fragrances SA. Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie. Nokia and the Cellular Phone Industry. Benetton Group SpA: Raising Consciousness and Controversy with Global Advertising. Parker Pen Co. (A), (B), (C). |
| 650 #0 - SUBJECTS | |
| Topical Term | Export marketing |
| General subdivision | Management. |
| 650 #0 - SUBJECTS | |
| Topical Term | Export marketing |
| General subdivision | Management |
| -- | Case studies. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 10/12/2003 | HF1416 .K44 | 12471 | Books |