TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
TI  - Global marketing
SN  - 9781292017389
U1  - 658.848 22
PY  - 2015///]
CY  - Boston
PB  - Pearson
KW  - Export marketing
N1  - 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
N2  - 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
ER  -