Global marketing / Warren J. Keegan, Mark C. Green.

By:

Keegan, Warren J [author.]

Contributor(s):

Green, Mark C [author.]

Material type: Text

TextPublisher: Boston : Pearson, [2015]Copyright date: c2015Edition: 8th edDescription: 608 pages : illustrations, charts, maps ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781292017389
1292017384

Subject(s):

Export marketing

DDC classification:

658.848 22 K.W.G

LOC classification:

.K443 2013

Contents:

PrefaceAcknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- T he political, legal, and regulatory environments -- Approaching global markets -- 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 -- Glossary -- Author/name index -- Subject/organization index.

Summary: For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Text Books	Main library Reserve	Commerce and business administration ( Marketing )	658.84 K.W.G (Browse shelf(Opens below))	C.1	Not for loan		00011949
Books	Main library B8	Commerce and business administration ( Marketing )	658.84 K.W.G (Browse shelf(Opens below))	C.2	Available		00016887

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Includes bibliographical references and indexes.

PrefaceAcknowledgments --
Introduction --
Introduction to global marketing --
The global marketing environment --
The global economic environment --
The global trade environment --
Social and cultural environments --
T he political, legal, and regulatory environments --
Approaching global markets --
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 --
Glossary --
Author/name index --
Subject/organization index.

For undergraduate and graduate courses in global marketing

The excitement, challenges, and controversies of global marketing.

Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.

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