Global marketing

Global marketing

by Keegan, Warren J.

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Title Statements

  • Full title :Global marketing / Warren J. Keegan, Lubin Graduate School of Business, Pace University, New York City and Westchester, New York, Mark C. Green, Department of Business Administration and Economics, Simpson College, Indianola, Iowa, Tippie College of Business, University of Iowa, Iowa City, Iowa

Edition Statements

  • Publication Date:2016
  • Edition:Ninth edition

Publication Statements

  • Publisher(s):Pearson
  • Place of Publication:Boston
  • Language:eng
  • Publication Date:2016

Notes

Revised edition of the authors' Global marketing, 2015

The Physical Object

  • Description:Seiten cm

Edition Identifiers

  • ISBN:9780134129945, 0134129946, 9781292017389, 1292017384
  • oclc:ocn930030552
  • LC Classification:HF1416
  • Dewey Decimal:658.8/4

Table of 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.

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Subjects

Export marketing Internationales Marketing

Writers

Keegan, Warren J. Green, Mark C.

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