Global marketing / Warren J. Keegan, Mark C. Green.
Material type: TextLanguage: 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 2015Item type | Current library | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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Books | BUC | BUC | 658.84 KWG (Browse shelf (Opens below)) | Available | C - 43 | 15981 |
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658.84 INM International marketing / | 658.84 INM International marketing / | 658.84 KWG Global marketing / | 658.84 KWG Global marketing / | 658.84 KWG Global marketing / | 658.84 PDA Advertising campaign strategy : a guide to marketing communication plans / | 658.84 SLM Marketing channels / |
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.
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