gogo
Amazon cover image
Image from Amazon.com

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

By: Contributor(s): Material type: TextTextPublication 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)
Subject(s): DDC classification:
  • 658.84 KEE
LOC classification:
  • HF1416
Contents:
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
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 658.84 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.

Powered by Koha