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Global marketing management / Warren J. Keegan.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River : Prentice-Hall, c2002.Edition: 7th edDescription: xxv, 617 p. : ill., maps ; 26 cmISBN:
  • 9780130615060 :
  • 9780130615060
Subject(s): DDC classification:
  • 658.848 KEE
Contents:
Part 1.Introduction and overview -- 1.Introduction to global marketing -- Part II.The global marketing environment -- 2.The global economic environment -- 3.Social and cultural environment -- 4.The political, legal, and regulatory environments of global marketing -- Part III.Analyzing and targeting global market opportunities -- 5.Global customers -- 6.Global marketing information systems and research -- 7.Segmentation, targeting, and positioning -- Part IV.Global marketing strategy -- 8.Entry and expansion strategies: marketing and sourcing -- 9.Cooperative strategies and global strategic partnership -- 10.Competitive analysis and strategy -- Part V.Creating global marketing programs -- 11.Product design -- 12.Pricing decisions -- 13.Global marketng channels and physical distribution -- 14.Global advertising -- 15.Global promotion: public relations, personal selling, sales promotion, direct marketing, trade shows, and sponsorshp -- 16.Global e-marketing -- Part VI.Managing the global marketing program -- 17.Leading, organizing, and monitoring the global marketing effort -- 18.The future of global marketing.
Summary: For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.
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 217806

"International edition.".

Includes bibliographical references and indexes.

Part 1.Introduction and overview -- 1.Introduction to global marketing -- Part II.The global marketing environment -- 2.The global economic environment -- 3.Social and cultural environment -- 4.The political, legal, and regulatory environments of global marketing -- Part III.Analyzing and targeting global market opportunities -- 5.Global customers -- 6.Global marketing information systems and research -- 7.Segmentation, targeting, and positioning -- Part IV.Global marketing strategy -- 8.Entry and expansion strategies: marketing and sourcing -- 9.Cooperative strategies and global strategic partnership -- 10.Competitive analysis and strategy -- Part V.Creating global marketing programs -- 11.Product design -- 12.Pricing decisions -- 13.Global marketng channels and physical distribution -- 14.Global advertising -- 15.Global promotion: public relations, personal selling, sales promotion, direct marketing, trade shows, and sponsorshp -- 16.Global e-marketing -- Part VI.Managing the global marketing program -- 17.Leading, organizing, and monitoring the global marketing effort -- 18.The future of global marketing.

For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.

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