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Global marketing management : a European perspective / edited by Warren J. Keegan, Bodo B. Schlegelmilch.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2000.Description: 680p. : ill. ; 20 cmISBN:
  • 9780138418267 (pbk.) :
  • 0138418268 (pbk.)
Subject(s): DDC classification:
  • 658.848094 KEE
LOC classification:
  • HF1416 .K44 2000
Contents:
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
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848094 KEE (Browse shelf(Opens below)) 1 Available 217802
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848094 KEE (Browse shelf(Opens below)) 1 Available 123389
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848094 KEE (Browse shelf(Opens below)) 1 Available 120096
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.848094 KEE (Browse shelf(Opens below)) 1 Available 120095

The European ed. of: Global marketing management / Warren J. Keegan. 6th ed. London : Prentice-Hall, c1999.

Includes bibliographical references.

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

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