TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
AU  - Keegan,Warren J.
TI  - Global marketing
SN  - 0130842680 (pbk.)
SN  - 978013084
AV  - HF1416 .K443 
PY  - 2000///
CY  - Upper Saddle River, N.J.
PB  - Prentice-Hall
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - 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
ER  -