Keegan, Warren J.
Global marketing / Warren J. Keegan, Mark C. Green. - 8th ed. - 608 p. : col. ill. ; 28 cm.
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.
9781292017389
Export marketing--Management.
Export marketing--Management--Case studies.
Export marketing.
International trade.
HF1416 / .K44 2014
658.8/4
Global marketing / Warren J. Keegan, Mark C. Green. - 8th ed. - 608 p. : col. ill. ; 28 cm.
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.
9781292017389
Export marketing--Management.
Export marketing--Management--Case studies.
Export marketing.
International trade.
HF1416 / .K44 2014
658.8/4