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Principles of Global Marketing

ISBN-10: 0137222998

ISBN-13: 9780137222995

Edition: N/A

Authors: Warren J. Keegan

List price: $89.33
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Book details

List price: $89.33
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 420
Size: 8.25" wide x 10.25" long x 1.00" tall
Weight: 2.244
Language: English

Introduction
Introduction to Global Marketing
The Global Marketing Environment
The Global Economic Environment
Regional Market Characteristics
Social and Cultural Environment
The Political, Legal, and Regulatory Environments
The Global Financial Environment and Foreign Exchange Decisions
Global Marketing Information Systems and Research
Global Strategy
Going Global: Segmentation, Targeting, and Sourcing Decisions
Sourcing Strategies: Exporting and Importing
Global Market Entry Strategies: Licensing, Joint Ventures, and Ownership
Cooperative Strategies and Global Strategies Partnerships
Strategic Elements of Competitive Advantage
The Global Marketing Mix
Product Decisions
Pricing Decisions
Global Marketing Channels and Physical Distribution
Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion, and Personal Selling
Implementation Of Global Marketing Strategy
Leading, Organizing, and Controlling the Global Marketing Effort
The Future of Global Marketing
Glossary
Index