000 02547nam a22003017i 4500
999 _c8481
_d8481
005 20180724141457.0
008 120424s2013 mauab 001 0 eng c
020 _a9780273766711
020 _a0273766716
040 _aFUE
082 0 4 _222
_a658.84
_bK.W.G
100 1 _aKeegan, Warren J.
_eauthor.
245 1 0 _aGlobal marketing /
_cWarren J. Keegan, Mark C. Green.
250 _a7th ed.,
_bglobal ed.
264 1 _aBoston, Mass. ;
_aLondon :
_bPearson,
_c[2013]
264 4 _ccopyright 2013
300 _a592 pages :
_bcol. illustrations, color maps ;
_c28 cm.
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aIncludes indexes.
505 8 _aChapter 1. Introduction to Global Marketing. Chapter 2. The Global Economic Environment. Chapter 3. The Global Trade Environment. Chapter 4. Social and Cultural Environments. Chapter 5. The Political, Legal, and Regulatory Environments of Global Marketing. Chapter 6. Global Information Systems and Market Research. Chapter 7. Segmentation, Targeting, and Positioning. Chapter 8. Importing, Exporting, and Sourcing. Chapter 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances. Chapter 10. Product and Brand Decisions. Chapter 11. Pricing Decisions. Chapter 12. Global Marketing Channels and Physical Distribution. Chapter 13. Global Marketing Communications Decisions I:Advertising and Public Relations. Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media. Chapter 15. Global Marketing and the Digital Revolution. Chapter 16. Strategic Elements of Competitive Advantage. Chapter 17. Leadership, Organization, and Corporate Social Responsibility.
520 _a Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. What's new in this edition: -discussions on social media are now included throughout the book - Marketing Metrics and Analytics section - Coverage on the importance of key emerging markets. The cases set in global marketing 7th ed. strikes a balance between revisions of earlier cases (e.g., Case 1-2, "McDonald's Expands Globally While Adjusting Its Local Recipe") and entirely new cases (e.g., Case 2-3, "Argentina Uncorks Malbec").
650 0 _aExport marketing.
650 0 _aInternational trade.
700 0 _pGreen, Mark C.
942 _cBK
_2ddc