Global marketing management / Warren J. Keegan.
Material type: TextPublication details: Upper Saddle River : Prentice-Hall, c2002.Edition: 7th edDescription: xxv, 617 p. : ill., maps ; 26 cmISBN:- 9780130615060 :
- 9780130615060
- 658.848 KEE
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.