Global marketing / Warren J. Keegan, Mark C. Green.
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TextPublication details: Upper Saddle River, N.J. : Prentice-Hall, c2000.Edition: 2nd edDescription: xxii, 594, [23] p. : ill., maps ; 26 cmISBN: - 0130842680 (pbk.)
- 9780130842688
- HF1416 .K443
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Methodist University Library Main General Stacks | Reference | HF1416 .K443 (Browse shelf(Opens below)) | Available | 12491 | |||||||||||||
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Books
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Methodist University Library Main General Stacks | Reference | HF1416 .K443 (Browse shelf(Opens below)) | Available | 12492 |
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| HF1416 .K44 Global marketing management / | HF1416 .K443 Principles of global marketing / | HF1416 .K443 Global marketing / | HF1416 .K443 Global marketing / | HF1416 .L36 Global marketing / | HF1416 .L37 International marketing / | HF1416 .O55 International marketing : |
Rev. ed. of: Principles of global marketing. 1st ed. c1997.
Ch. 1. Introduction to global marketing --
Ch. 2. Global economic environment --
Ch. 3. The global trade environment: regional market characteristics and preferential trade agreements --
Ch. 4. Social and cultural environments --
Ch. 5. The political, legal, and regulatory environments of global marketing --
Ch. 6. Global information systems and market research --
Ch. 7. Segmentation, targeting, and positioning --
Ch. 8. Importing, exporting, and sourcing --
Ch. 9. Global market entry strategies: licensing, investment, and strategic alliances --
Ch. 10. Product and brand decisions --
Ch. 11. Pricing decisions --
Ch. 12. Global marketing channels and physical distribution --
Ch. 13. Global marketing communications decisions I: advertising and public relations --
Ch. 14. Global marketing communications decisions II: sales promotion, personal selling, special forms of marketing communication --
Ch. 15. Strategic elements of competitive advantage --
Ch. 16. Leading, organizing, and controlling the global marketing effort --
Ch. 17. The digital revolution and the global electronic marketplace.
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