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Global Marketing

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ISBN-10: 0131469193

ISBN-13: 9780131469198

Edition: 4th 2005 (Revised)

Authors: Warren J. Keegan, Mark C. Green

List price: $133.33
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Description:

For undergraduate Global/International Marketing courses. Suitable at the MBA level if used with supplemental cases. Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing. Its paperback format gives adopters flexibility while ensuring the total cost to students is reasonable. The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases (50% new!), and new coverage including more on global digital marketing (Ch 17) and CRM (Ch 6).
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Book details

List price: $133.33
Edition: 4th
Copyright year: 2005
Publisher: Prentice Hall PTR
Binding: Paperback
Pages: 656
Size: 8.75" wide x 11.00" long x 1.00" tall
Weight: 2.838
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