Global marketing /
Keegan, Warren J.
Global marketing / Warren J. Keegan, Mark C. Green. - 4th ed. - Upper Saddle River, N.J. : Prentice Hall, c2005. - xx, 636 p. : ill., facsims., maps, ports. ; 28 cm.
Previous ed.: 2003. International edition--Cover.
Includes bibliographical references and index.
1.Introduction to global marketing -- 2.Global economic environment -- 3.The global trade environment: regional market characteristics and preferential trade agreements -- 4.Social and cultural environments -- 5.The political, legal, and regulatory environments of global marketing -- 6.Global information systems and market research -- 7.Segmentation, targeting, and positioning -- 8.Importing, exporting, and sourcing -- 9.Global market entry strategies: licensing, investment, and strategic alliances -- 10.Product and brand decisions -- 11.Pricing decisions -- 12.Global marketing channels and physical distribution -- 13.Global marketing communications decisions I: advertising and public relations -- 14.Global marketing communications decisions II: sales promotions, personal selling, special forms of marketing communications -- 15.Strategic elements of competitive advantage -- 16.Leading, organizing, and controlling the global marketing effort -- 17.The digital revolution and the global electronic marketplace.
A leading case text in international marketing, as well as a popular reference for practitioners, this volume focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.
9780131968547 (pbk.) : No price 0131968548
Export marketing.
Export marketing--Management
Business and Management.
Sales & marketing management
658.848 KEE
Global marketing / Warren J. Keegan, Mark C. Green. - 4th ed. - Upper Saddle River, N.J. : Prentice Hall, c2005. - xx, 636 p. : ill., facsims., maps, ports. ; 28 cm.
Previous ed.: 2003. International edition--Cover.
Includes bibliographical references and index.
1.Introduction to global marketing -- 2.Global economic environment -- 3.The global trade environment: regional market characteristics and preferential trade agreements -- 4.Social and cultural environments -- 5.The political, legal, and regulatory environments of global marketing -- 6.Global information systems and market research -- 7.Segmentation, targeting, and positioning -- 8.Importing, exporting, and sourcing -- 9.Global market entry strategies: licensing, investment, and strategic alliances -- 10.Product and brand decisions -- 11.Pricing decisions -- 12.Global marketing channels and physical distribution -- 13.Global marketing communications decisions I: advertising and public relations -- 14.Global marketing communications decisions II: sales promotions, personal selling, special forms of marketing communications -- 15.Strategic elements of competitive advantage -- 16.Leading, organizing, and controlling the global marketing effort -- 17.The digital revolution and the global electronic marketplace.
A leading case text in international marketing, as well as a popular reference for practitioners, this volume focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.
9780131968547 (pbk.) : No price 0131968548
Export marketing.
Export marketing--Management
Business and Management.
Sales & marketing management
658.848 KEE