TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
TI  - Global marketing
SN  - 9781292017389
AV  - HF1416 .K443 2015
U1  - 658.84 23
PY  - 2015///.
CY  - Harlow, Essex, England
PB  - Pearson
KW  - Export marketing
KW  - International trade
N1  - 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
ER  -