Principles of Global Marketing

Name: Principles of Global Marketing
Price: 6.75 USD
Availability: InStock
ISBN: 9780137222995

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