TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
TI  - Global marketing
SN  - 0137023863
AV  - HF1416 .K443 2011
U1  - 658.84 22
PY  - 2011///]
CY  - Boston, Mass.
PB  - Prentice Hall
KW  - Export marketing
N1  - 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
ER  -