Global marketing / Warren J. Keegan, Mark C. Green.
Material type: TextPublisher: Boston, Mass. : Prentice Hall, [2011]Copyright date: ©2011Edition: Sixth editionDescription: xxxiv, 587 pages : illustrations (some colour), maps (chiefly colour) ; 28 cmContent type:- text
- unmediated
- volume
- 0137023863
- 9780137023868
- 0137024274
- 9780137024278
- 658.84 22
- HF1416 .K443 2011
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.84 KEE (Browse shelf(Opens below)) | 1 | Available | A453900B |
Includes bibliographical references and index.
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.
Machine converted from AACR2 source record.
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