Global marketing / Warren J. Keegan, Mark C. Green.
Material type: TextPublication details: Boston, [Mass.] ; London : Pearson, c2011.Edition: 6th ed., Global edDescription: 621 p. : col. ill., col. maps, col. ports. ; 28 cmISBN:- 9780137042685 (pbk.) :
- 9780137042685 (Paper)
- 658.84 KEE
- HF1416
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.84 KEE (Browse shelf(Opens below)) | 1 | Available | 00212480 |
Previous ed.: London: Pearson Prentice Hall, 2008.
Includes bibliographical references and index.
Chapter 1: Introduction to Global Marketing Chapter 2: The Global Economic Environment Chapter 3: Regional Market Characteristics and Preferential Trade Agreements Chapter 4: Social and Cultural Environments Chapter 5: The Political, Legal, and Regulatory Environments Chapter 6: Global Information Systems and Market Research Chapter 7: Segmentation, Targeting, and Positioning Chapter 8: Importing, Exporting, and Sourcing Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Chapter 10: Brand and Product Decisions In Global Marketing Chapter 11: Pricing Decisions Chapter 12: Global Marketing Channels and Physical Distribution Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication Chapter 15: Digital Revolution Chapter 16: Strategic Elements of Competitive Advantage Chapter 17: Leadership, Organization, and Corporate Social Responsibility
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.