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Principles of global marketing / Warren J. Keegan, Mark C. Green.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice-Hall International ; London : Prentice-Hall International (UK), c1997.Description: xxi, 421p. : ill. (some col.), facsims. (some col.), col. maps ; 26cmISBN:
  • 9780136066828 (pbk) :
  • 0136066828 (pbk)
Subject(s): DDC classification:
  • 658.848 KEE
Contents:
Part I; 1. Introduction to global marketing -- Part II The Gobal Marketing Environmant; 2. The global economic environmant -- 3. Regional market characteristics -- 4. Social and cultural environmaents -- 5. The political, legal, and regulatory environments -- 6. The global financial environment and foreign exchange decisions -- 7. Global marketing information systems and research -- Part III Global Strategy; 8. Going gobal: segmentation, targeting and sourcing decisions -- 9. Sourcing strategies: Exporting and importing -- 10. Global market entry strategies: licensing, joint ventures, and ownership -- 11. Cooperative strategies and global stategic partnerships -- 12. Strategic elements of competitive advantage -- Part IV The global marketing mix; 13. Product decisions --14. Pricing decisions -- 15. Global marketing channels and physical distribution -- 16. Gobal marketing communications decisions: Advertising, public relations, sales promation, and personal selling -- Part V Implementation of global marketing strategy; 17. Leading, Organizing, and controlling the gobal marketing effirt -- 18 The future of global marketing -- Glossary
Summary: Designed for undergraduates, this text provides an introduction to the field of global marketing. The authors integrate relevant real-world cases, vignettes and boxed features. A supplements package accompanies the text.
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 Checked out 16/10/2020 00210878
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 KEE (Browse shelf(Opens below)) 1 Available 114784

Includes index.

Part I; 1. Introduction to global marketing -- Part II The Gobal Marketing Environmant; 2. The global economic environmant -- 3. Regional market characteristics -- 4. Social and cultural environmaents -- 5. The political, legal, and regulatory environments -- 6. The global financial environment and foreign exchange decisions -- 7. Global marketing information systems and research -- Part III Global Strategy; 8. Going gobal: segmentation, targeting and sourcing decisions -- 9. Sourcing strategies: Exporting and importing -- 10. Global market entry strategies: licensing, joint ventures, and ownership -- 11. Cooperative strategies and global stategic partnerships -- 12. Strategic elements of competitive advantage -- Part IV The global marketing mix; 13. Product decisions --14. Pricing decisions -- 15. Global marketing channels and physical distribution -- 16. Gobal marketing communications decisions: Advertising, public relations, sales promation, and personal selling -- Part V Implementation of global marketing strategy; 17. Leading, Organizing, and controlling the gobal marketing effirt -- 18 The future of global marketing -- Glossary

Designed for undergraduates, this text provides an introduction to the field of global marketing. The authors integrate relevant real-world cases, vignettes and boxed features. A supplements package accompanies the text.

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