TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
TI  - Global marketing management
SN  - 9780130615060 :
U1  - 658.848 KEE 
PY  - 2002///
CY  - Upper Saddle River
PB  - Prentice-Hall
KW  - Export marketing
KW  - Management
KW  - Case studies
KW  - Sales & marketing management
KW  - thema
KW  - Sales & marketing
N1  - "International edition."; Includes bibliographical references and indexes; Part 1.Introduction and overview -- 1.Introduction to global marketing -- Part II.The global marketing environment -- 2.The global economic environment -- 3.Social and cultural environment -- 4.The political, legal, and regulatory environments of global marketing -- Part III.Analyzing and targeting global market opportunities -- 5.Global customers -- 6.Global marketing information systems and research -- 7.Segmentation, targeting, and positioning -- Part IV.Global marketing strategy -- 8.Entry and expansion strategies: marketing and sourcing -- 9.Cooperative strategies and global strategic partnership -- 10.Competitive analysis and strategy -- Part V.Creating global marketing programs -- 11.Product design -- 12.Pricing decisions -- 13.Global marketng channels and physical distribution -- 14.Global advertising -- 15.Global promotion: public relations, personal selling, sales promotion, direct marketing, trade shows, and sponsorshp -- 16.Global e-marketing -- Part VI.Managing the global marketing program -- 17.Leading, organizing, and monitoring the global marketing effort -- 18.The future of global marketing
N2  - For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases
ER  -