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010 _a 2009040354
011 _aBIB MATCHES WORLDCAT
020 _a0137023863
_qpbk. (alk. paper)
020 _a9780137023868
_qpbk. (alk. paper)
020 _a0137024274
020 _a9780137024278
035 _a(ATU)b11716654
035 _a(OCoLC)444115893
040 _aDLC
_beng
_erda
_cDLC
_dYDX
_dYDXCP
_dUKM
_dBTCTA
_dATU
050 0 0 _aHF1416
_b.K443 2011
082 0 0 _a658.84
_222
100 1 _aKeegan, Warren J.,
_eauthor.
_91035995
245 1 0 _aGlobal marketing /
_cWarren J. Keegan, Mark C. Green.
250 _aSixth edition.
264 1 _aBoston, Mass. :
_bPrentice Hall,
_c[2011]
264 4 _c©2011
300 _axxxiv, 587 pages :
_billustrations (some colour), maps (chiefly colour) ;
_c28 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 0 _gCh. 1.
_tIntroduction to global marketing --
_gCh. 2.
_tGlobal economic environment --
_gCh. 3.
_tThe global trade environment : regional market characteristics and preferential trade agreements --
_gCh. 4.
_tSocial and cultural environments --
_gCh. 5.
_tThe political, legal, and regulatory environments of global marketing --
_gCh. 6.
_tGlobal information systems and market research --
_gCh. 7.
_tSegmentation, targeting, and positioning --
_gCh. 8.
_tImporting, exporting, and sourcing --
_gCh. 9.
_tGlobal market entry strategies : licensing, investment, and strategic alliances --
_gCh. 10.
_tProduct and brand decisions --
_gCh. 11.
_tPricing decisions --
_gCh. 12.
_tGlobal marketing channels and physical distribution --
_gCh. 13.
_tGlobal marketing communications decisions I : advertising and public relations --
_gCh. 14.
_tGlobal marketing communications decisions II : sales promotion, personal selling, special forms of marketing communication --
_gCh. 15.
_tStrategic elements of competitive advantage --
_gCh. 16.
_tLeading, organizing, and controlling the global marketing effort --
_gCh. 17.
_tThe digital revolution and the global electronic marketplace.
588 _aMachine converted from AACR2 source record.
650 0 _aExport marketing.
_9317668
700 1 _aGreen, Mark C.,
_eauthor.
_91079193
907 _a.b11716654
_b11-02-19
_c27-10-15
942 _cB
945 _a658.84 KEE
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