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Global marketing / Warren J. Keegan, Mark C. Green.

By: Contributor(s): Material type: TextTextPublisher: Boston, Mass. : Prentice Hall, [2011]Copyright date: ©2011Edition: Sixth editionDescription: xxxiv, 587 pages : illustrations (some colour), maps (chiefly colour) ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0137023863
  • 9780137023868
  • 0137024274
  • 9780137024278
Subject(s): DDC classification:
  • 658.84 22
LOC classification:
  • HF1416 .K443 2011
Contents:
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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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.

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