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

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2005.Edition: 4th edDescription: xx, 636 p. : ill., facsims., maps, ports. ; 28 cmISBN:
  • 9780131968547 (pbk.) :
  • 0131968548
Subject(s): DDC classification:
  • 658.848 KEE
Contents:
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.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 217809
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 In transit from Selfcheck to TUS: Midlands, Main Library since 28/11/2019 204183

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.

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