Keegan, Warren J. <br/><br/>
Global marketing management :  a European perspective / 
edited by Warren J. Keegan, Bodo B. Schlegelmilch. 
 - Harlow :  Financial Times Prentice Hall,  2000. 
 - 680p. :  ill. ;  20 cm. 
<br/><br/> The European ed. of: Global marketing management / Warren J. Keegan. 6th ed. London : Prentice-Hall, c1999. 
<br/><br/>Includes bibliographical references. 
<br/><br/>PART I: INTRODUCTION AND OVERVIEW. Capter 1. Introduction to global marketing Part I Case: Which Company is Transnational -- PART II: THE GLOBAL MARKETING ENVIRONMENT Chapter 2. Economic environment -- Chapter 3. Social and cultural environments -- Chapter 4. The political, legal and regulatory environments of global marketing -- Chapter 5. Information technology environment -- Part II Cases: Swatchmobile/Smart Car Euro Disney (A), (B) Coca-Cola: Universal approach?--  PART III: ANALYSING AND TARGETING GLOBAL MARKET OPPORTUNITIES; Chapter 6. Assessing global marketing opportunities -- Chapter 7. Global segmentation, targeting and positioning -- Part III Cases: Oriflame Integrating brand strategies after an acquisition: Schwartzkopf & Henkel Cosmetics Rocking the boat at MTV -- PART IV: GLOBAL MARKETING STRATEGY -- Chapter 8. Market selection and market entry alternatives - exporting -- Chapter 9. Production abroad and strategic alliances -- Chapter 10. Global competition and strategy -- Part IV Cases: Czech beer goes worldwide Norsk Hydro fertilizers in the U.S. (A), (B) --  PART V: CREATING GLOBAL MARKETING PROGRAMS -- Chapter 11. Product and service decisions -- Chapter 12. Global pricing -- Chapter 13. Global logistics and channel decisions -- Chapter 14. Global marketing communication -- Part V Cases: The launch of GSM cellular telephones in South Africa Nokia and the cellular phone industry BASF in China: The marketing of Styropor -- PART VI: MANAGING THE GLOBAL MARKETING PROGRAM -- Chapter 15. Global organisational structures -- Chapter 16. Global marketing management audit and control Chapter 17. The future of global marketing -- Part VI Cases: Benetton Group SpA: Raising consciousness and controversy with global advertising Singapore Prison Service Sicom GmbH and CD piracy 
<br/><br/><label>ISBN: </label>9780138418267 (pbk.) :  �29.99 0138418268 (pbk.)  �59.76 
<br/><br/><label>LCCN: </label>00056187 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing--Management--Europe--Case studies<br/>Export marketing--Management--Europe<br/>Export marketing--Management<br/>Business and Management.<br/>Sales & marketing
<br/><br/><label>LC Class. No.: </label>HF1416  / .K44 2000 
<br/><br/><label>Dewey Class. No.: </label>658.848094 KEE