TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
TI  - Global marketing management
T2  - The Prentice Hall international series in marketing
SN  - 9780130332714
AV  - HF1416 .K44 2002
U1  - 658.848 KEE 
PY  - 2002///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Export marketing
KW  - Management
KW  - Case studies
KW  - Sales & marketing management
KW  - thema
KW  - Sales & marketing
N1  - Includes bibliographical references and index; Part I. INTRODUCTION AND OVERVIEW; Chapter 1. Introduction to Global Marketing -- Part II. THE GLOBAL MARKETING ENVIRONMENT; Chapter 2. The Global Economic Environment -- Chapter 3. The Social and Cultural Environment --  Chapter 4. The Political, Legal, and Regulatory Environments of Global Marketing -- Part III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES -- Chapter 5. Global Customers -- Chapter 6. Global Marketing Information Systems and Research -- Chapter 7.  Segmentation, Targeting, and Positioning -- Part IV. GLOBAL MARKETING STRATEGY; Chapter 8. Entry and Expansion Strategies:  marketing and Sourcing -- Chapter 9. Cooperation and Global Strategic Partnerships -- Chapter 10. Competitive Analysis and Strategy -- Part V. CREATING GLOBAL MARKETING PROGRAMS; Chapter 11. Product Decisions -- Chapter 12. Pricing Decisions -- Chapter 13. Global Marketing Channels and Physical Distribution -- Chapter 14. Global Advertising -- Chapter 15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship -- Chapter 16. Global e.marketing -- Part VI MANAGING THE GLOBAL MARKETING PROGRAM; Chapter 17. Leading, Organizing, and Monitoring the Global Marketing Effort -- Chapter 18. The Future of Global Marketing --  Appendix: Global Income and Population 2000 and Projections to 2010 and 2020
ER  -