000			02589cam a2200205 a 4500
999			_c746 _d746
020			_a0139030239
022			_a9780139030239
050	0	0	_aHF1416 _b.K44
100	1		_aKeegan, Warren J.
245	1	0	_aGlobal marketing management / _cWarren J. Keegan.
250			_a6th ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _cc1999.
300			_axiv, 639 p. : _bill., maps ; _c26 cm.
440		0	_aPrentice Hall series in marketing
500			_aIncludes bibliographical references and index
505			_aI. 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	_aExport marketing _xManagement.
650		0	_aExport marketing _xManagement _xCase studies.
942			_cBK