Global marketing / Warren J. Keegan, Mark C. Green.

By: Keegan, Warren JContributor(s): Green, Mark CMaterial type: TextTextLanguage: English Publication details: Harlow, Essex, England : Pearson, 2015Edition: 8th ed. Global editionDescription: 608 p. : ill. ; 28 cmContent type: 36 ISBN: 9781292017389Subject(s): Export marketing | International tradeDDC classification: 658.84 LOC classification: HF1416 | .K443 2015
Contents:
Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions i: advertising and public relations -- Global marketing communications decisions ii: sales promotion, personal selling, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Home library Call number Status Notes Date due Barcode Item holds
Books Books BUC
BUC
658.84 KWG (Browse shelf (Opens below)) Available C - 43 15981
Total holds: 0

Eighth edition: ©2015. Seventh edition, Global edition: ©2013.

Includes bibliographical references and indexes.

Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions i: advertising and public relations -- Global marketing communications decisions ii: sales promotion, personal selling, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.

There are no comments on this title.

to post a comment.

Powered by Koha