Global marketing /
By: Keegan, Warren J
Title By: Green, Mark C
Material type: BookPublisher: Boston : Pearson, c2015Edition: 8th ed.Description: 608 p. : col. ill. ; 28 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781292017389Program: MARK343Subject(s): Export marketing -- Management | Export marketing -- Management -- Case studies | Export marketing | International tradeDDC classification: 658.8/4Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.84 KE GL (Browse shelf) | Available | T0016588 | ||
REGULAR | University of Wollongong in Dubai Main Collection | 658.84 KE GL (Browse shelf) | Available | T0016233 |
MARK343
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.