Keegan, Warren J. <br/><br/>
Global marketing / 
Warren J. Keegan, Mark C. Green. 
 - 8th ed.  Global edition 
 - Harlow, Essex, England :  Pearson,  2015.  
 - 608 p. :  ill. ;  28 cm. 
<br/><br/> Eighth edition: ©2015. Seventh edition, Global edition: ©2013. 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781292017389 
<br/><br/><label>LCCN: </label>2013036001 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing.<br/>International trade.
<br/><br/><label>LC Class. No.: </label>HF1416  / .K443 2015 
<br/><br/><label>Dewey Class. No.: </label>658.84  / KWG