Principles of global marketing / Warren J. Keegan, Mark C. Green.
Material type: TextPublication 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)
- 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 | 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.