Global Marketing

Name: Global Marketing
Availability: OutOfStock
ISBN: 9780130669988

ISBN-10: 0130669989

ISBN-13: 9780130669988

Edition: 3rd 2003

Authors: Warren J. Keegan, Mark C. Green

List price: $110.00

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Book details

List price: $110.00
Edition: 3rd
Copyright year: 2003
Publisher: Prentice Hall PTR
Binding: Paperback
Pages: 666
Size: 8.25" wide x 10.00" long x 1.00" tall
Weight: 2.640
Language: English




Introduction



Introduction to Global Marketing



The Global Marketing Environment



The Global Economic Environment



The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements



Social and Cultural Environments



The Political, Legal, and Regulatory Environments of Global Marketing



Global Information Systems and Market Research



Global Strategy



Segmentation, Targeting, and Positioning



Sourcing Strategies: Exporting and Importing



Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances



Strategic Elements of Competitive Advantage



The Global Marketing Mix



Product and Brand Decisions



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, Special Forms of Marketing Communication, New Media



Managing The Global Marketing Effort



Leading, Organizing, and Controlling the Global Marketing Effort


Glossary