Global Marketing

Global Marketing
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  • ISBN-13: 9780130669988
  • ISBN: 0130669989
  • Edition: 3
  • Publication Date: 0000
  • Publisher: Prentice Hall


Keegan, Warren J., Green, Mark C.


I. INTRODUCTION. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements. 4. Social and Cultural Environments. 5. The Political, Legal, and Regulatory Environments of Global Marketing. 6. Global Information Systems and Market Research. III. GLOBAL STRATEGY. 7. Segmentation, Targeting, and Positioning. 8. Sourcing Strategies: Exporting and Importing. 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances. 10. Strategic Elements of Competitive Advantage. IV. THE GLOBAL MARKETING MIX. 11. Product and Brand Decisions. 12. Pricing Decisions. 13. Global Marketing Channels and Physical Distribution. 14. Global Marketing Communications Decisions I: Advertising and Public Relations. 15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media. V. MANAGING THE GLOBAL MARKETING EFFORT. 16. Leading, Organizing, and Controlling the Global Marketing Effort. Glossary.Keegan, Warren J. is the author of 'Global Marketing', published 0000 under ISBN 9780130669988 and ISBN 0130669989.

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