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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, Iowa City, Iowa.

By: Contributor(s): Material type: TextTextEdition: Eighth editionDescription: xxii, 586 pages : color illustrations ; 28 cmISBN:
  • 9780133545005 (pbk. : student edition)
  • 0133545008 (pbk. : student edition)
Subject(s): DDC classification:
  • 658.8/4 23
LOC classification:
  • HF1416 .K44 2015
Contents:
Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- 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.
Item type: Book
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Holdings
Current library Collection Call number Copy number Status Barcode
Nairobi Campus General Circulation Non-fiction HF1416 .K44 2015 (Browse shelf(Opens below)) 1 Available 048463
Total holds: 0

Includes bibliographical references and indexes.

Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- 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.

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