TY  - BOOK
AU  - Keegan, Warren J. 
TI  - Global Marketing Management
T2  - Prentice Hall international series in marketing
SN  - 9780130332714
U1  - 658.848 
PY  - 2002///
CY  - New Delhi
PB  - Pearson Education
KW  - Export marketing -- Management
N1  - Includes index; Marketing: A Universal Discipline --
The Three Principles of Marketing --
Global Marketing: What It Is and What It Is Not --
The Importance of Global Marketing --
Management Orientations --
Driving and Restraining Forces Affecting Global Integration and Global Marketing --
The 18 Guiding Principles of the Marketing Company --
Which Company Is Transnational? --
The Global Marketing Environment --
The Global Economic Environment --
The World Economy--An Overview --
Economic Systems --
Stages of Market Development --
Stages of Economic Development --
Income and Purchasing Power Parity Around the Globe --
The Location of Population --
Marketing and Economic Development --
Balance of Payments --
Trade Patterns --
International Trade Alliances --
The World Trade Organization and GATT --
Regional Economic Organizations --
Social and Cultural Environment --
Basic Aspects of Society and Culture --
Analytical Approaches to Cultural Factors --
Social and Cultural Environments: Impact on Marketing Industrial Products --
Social and Cultural Environments: Impact on Marketing Consumer Products --
Cross-Cultural Complications and Suggested Solutions --
The Political, Legal, and Regulatory Environments of Global Marketing --
The Political Environment --
International Law --
Sidestepping Legal Problems: Important Business Issues --
Conflict Resolution, Dispute Settlement, and Litigation --
The Regulatory Environment --
Ethical Issues --
Euro Disney (A) --
Euro Disney (B) --
Coca-Cola: Universal Appeal? --
The Education of an Expat
N2  - 	
For courses in International Marketing and Global Marketing.This is the leading MBA text in international marketing-with comprehensive cases
ER  -