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Global marketing management / Warren J. Keegan.

By: Contributor(s): Material type: TextTextSeries: The Prentice Hall international series in marketingPublication details: Upper Saddle River, N.J. : Prentice Hall, c2002.Edition: 7th edDescription: xxv, 617 p. : ill. ; 27 cmISBN:
  • 9780130332714
  • 0130332712
Subject(s): DDC classification:
  • 658.848 KEE
LOC classification:
  • HF1416 .K44 2002
Contents:
Part I. INTRODUCTION AND OVERVIEW; Chapter 1. Introduction to Global Marketing -- Part II. THE GLOBAL MARKETING ENVIRONMENT; Chapter 2. The Global Economic Environment -- Chapter 3. The Social and Cultural Environment -- Chapter 4. The Political, Legal, and Regulatory Environments of Global Marketing -- Part III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES -- Chapter 5. Global Customers -- Chapter 6. Global Marketing Information Systems and Research -- Chapter 7. Segmentation, Targeting, and Positioning -- Part IV. GLOBAL MARKETING STRATEGY; Chapter 8. Entry and Expansion Strategies: marketing and Sourcing -- Chapter 9. Cooperation and Global Strategic Partnerships -- Chapter 10. Competitive Analysis and Strategy -- Part V. CREATING GLOBAL MARKETING PROGRAMS; Chapter 11. Product Decisions -- Chapter 12. Pricing Decisions -- Chapter 13. Global Marketing Channels and Physical Distribution -- Chapter 14. Global Advertising -- Chapter 15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship -- Chapter 16. Global e.marketing -- Part VI MANAGING THE GLOBAL MARKETING PROGRAM; Chapter 17. Leading, Organizing, and Monitoring the Global Marketing Effort -- Chapter 18. The Future of Global Marketing -- Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 121502
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 120025
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 120026
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 118356

Includes bibliographical references and index.

Part I. INTRODUCTION AND OVERVIEW; Chapter 1. Introduction to Global Marketing -- Part II. THE GLOBAL MARKETING ENVIRONMENT; Chapter 2. The Global Economic Environment -- Chapter 3. The Social and Cultural Environment -- Chapter 4. The Political, Legal, and Regulatory Environments of Global Marketing -- Part III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES -- Chapter 5. Global Customers -- Chapter 6. Global Marketing Information Systems and Research -- Chapter 7. Segmentation, Targeting, and Positioning -- Part IV. GLOBAL MARKETING STRATEGY; Chapter 8. Entry and Expansion Strategies: marketing and Sourcing -- Chapter 9. Cooperation and Global Strategic Partnerships -- Chapter 10. Competitive Analysis and Strategy -- Part V. CREATING GLOBAL MARKETING PROGRAMS; Chapter 11. Product Decisions -- Chapter 12. Pricing Decisions -- Chapter 13. Global Marketing Channels and Physical Distribution -- Chapter 14. Global Advertising -- Chapter 15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship -- Chapter 16. Global e.marketing -- Part VI MANAGING THE GLOBAL MARKETING PROGRAM; Chapter 17. Leading, Organizing, and Monitoring the Global Marketing Effort -- Chapter 18. The Future of Global Marketing -- Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.

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