000			01803cam a22002174a 4500
999			_c744 _d744
020			_a0130842680 (pbk.)
022			_a9780130842688
050	0	0	_aHF1416 _b.K443
100	1		_aKeegan, Warren J.
245	1	0	_aGlobal marketing / _cWarren J. Keegan, Mark C. Green.
250			_a2nd ed.
260			_aUpper Saddle River, N.J. : _bPrentice-Hall, _cc2000.
300			_axxii, 594, [23] p. : _bill., maps ; _c26 cm.
500			_aRev. ed. of: Principles of global marketing. 1st ed. c1997.
505			_aCh. 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.
650		0	_aExport marketing _xManagement.
650		0	_aExport marketing _xManagement _xCase studies.
700	1		_aGreen, Mark C.
700	1		_aKeegan, Warren J.
942			_cBK