Global marketing /

By: Keegan, Warren J [Author]Contributor(s): Green, Mark CMaterial type: TextTextPublication details: Noida : Pearson, 2018Edition: Ninth EditionDescription: 624 pagesISBN: 9789352865284Subject(s): Export marketingDDC classification: 658.848
Contents:
Part I: Introduction1. Introduction to Global Marketing Part II: The Global Marketing Environment2. The Global Economic Environment3. The Global Trade Environment4. Social and Cultural Environments5. The Political, Legal, and Regulatory Environments Part III: Approaching Global Markets6. Global Information Systems and Market Research7. Segmentation, Targeting, and Positioning8. Importing, Exporting, and Sourcing9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances Part IV: The Global Marketing Mix10. Brand and Product Decisions in Global Marketing11. Pricing Decisions12. Global Marketing Channels and Physical Distribution13. Global Marketing Communications Decisions I: Advertising and Public Relations14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication15. Global Marketing and the Digital RevolutionPart V: Strategy and Leadership in the Twenty-First Century16. Strategic Elements of Competitive Advantage17. Leadership, Organization, and Corporate Social Responsibility
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Item type Current library Collection Call number Status Date due Barcode Item holds
Lending Books Lending Books Main Library
Stacks 		Reference 658.848 KEE (Browse shelf(Opens below)) Available 015936
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Part I: Introduction1. Introduction to Global Marketing Part II: The Global Marketing Environment2. The Global Economic Environment3. The Global Trade Environment4. Social and Cultural Environments5. The Political, Legal, and Regulatory Environments Part III: Approaching Global Markets6. Global Information Systems and Market Research7. Segmentation, Targeting, and Positioning8. Importing, Exporting, and Sourcing9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances Part IV: The Global Marketing Mix10. Brand and Product Decisions in Global Marketing11. Pricing Decisions12. Global Marketing Channels and Physical Distribution13. Global Marketing Communications Decisions I: Advertising and Public Relations14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication15. Global Marketing and the Digital RevolutionPart V: Strategy and Leadership in the Twenty-First Century16. Strategic Elements of Competitive Advantage17. Leadership, Organization, and Corporate Social Responsibility

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