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

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. ; London : Prentice-Hall, c2000.Edition: 2nd edDescription: xxii, 594, [23] p. : ill., maps ; 26 cmISBN:
  • 9780130842688 :
  • 0130842680 (pbk.)
Subject(s): DDC classification:
  • 658.848 KEE
Contents:
Part 1. INTRODUCTION; 1. Introduction to Global Marketing -- Part II. THE GLOBAL MARKETING ENVIRONMENT; 2. The Global Economic Environment -- 3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements -- 4. Social and Cultural Environment -- 5. The Political, Legal, and Regulatory Environments of Global Marketing -- 6. Global Information Systems and Marketing Research -- Part III; GLOBAL STRATEGY -- 7. Going Global: Segmentation, Targeting, and Positioning -- 8. Sourcing Strategies: Exporting and Importing -- 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances -- 10 Strategic Elements of Competitive Advantage-- Part IV. THE GLOBAL MARKETING MIX -- 11. Product and Brand Decisions -- 12. Pricing Decisions -- 13. Global Marketing Channels and Physical Distribution -- 14. Global Marketing Communications Decisions I: Advertising and Public Relations -- 15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communications, New Media -- Part V. MANAGING THE GLOBAL MARKETING EFFORT; 16. Leading, Organizing, and Controlling the Global Marketing Effort -- Glossary. Index.
Summary: This text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a narrative to communicate the challenge and discipline of global marketing.
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 120059
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 120060

Previous ed.: Principles of global marketing. 1997.

Includes bibliographical references and index.

Part 1. INTRODUCTION; 1. Introduction to Global Marketing -- Part II. THE GLOBAL MARKETING ENVIRONMENT; 2. The Global Economic Environment -- 3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements -- 4. Social and Cultural Environment -- 5. The Political, Legal, and Regulatory Environments of Global Marketing -- 6. Global Information Systems and Marketing Research -- Part III; GLOBAL STRATEGY -- 7. Going Global: Segmentation, Targeting, and Positioning -- 8. Sourcing Strategies: Exporting and Importing -- 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances -- 10 Strategic Elements of Competitive Advantage-- Part IV. THE GLOBAL MARKETING MIX -- 11. Product and Brand Decisions -- 12. Pricing Decisions -- 13. Global Marketing Channels and Physical Distribution -- 14. Global Marketing Communications Decisions I: Advertising and Public Relations -- 15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communications, New Media -- Part V. MANAGING THE GLOBAL MARKETING EFFORT; 16. Leading, Organizing, and Controlling the Global Marketing Effort -- Glossary. Index.

This text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a narrative to communicate the challenge and discipline of global marketing.

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