Global Marketing /
This undergraduate new edition offers a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and dis...
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| Language: | eng |
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Upper Saddle River, N.J. : Prentice-Hall,
2000
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| _version_ | 1796763558898302976 |
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| author | Keegan, Warren J., author 239905 Green, Mark C., author 344027 |
| author_facet | Keegan, Warren J., author 239905 Green, Mark C., author 344027 |
| author_sort | Keegan, Warren J., author 239905 |
| collection | OCEAN |
| description | This undergraduate new edition offers a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. |
| first_indexed | 2024-03-05T16:57:32Z |
| format | |
| id | KOHA-OAI-TEST:597529 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T16:57:32Z |
| publishDate | 2000 |
| publisher | Upper Saddle River, N.J. : Prentice-Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5975292022-04-12T01:44:17ZGlobal Marketing / Keegan, Warren J., author 239905 Green, Mark C., author 344027 Upper Saddle River, N.J. : Prentice-Hall,©20002000engThis undergraduate new edition offers a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Includes bibliographical references and index. I. INTRODUCTION. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements. 4. Social and Cultural Environments. 5. The Political, Legal, and Regulatory Environments of Global Marketing. 6. Global Information Systems and Market Research. III. GLOBAL STRATEGY. 7. Going Global: Segmentation, Targeting, and Positioning. 8. Sourcing Strategies: Exporting and Importing. 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances. 10. Strategic Elements of Competitive Advantage. IV. THE GLOBAL MARKETING MIX. 11. Product and Brand Decisions. 12. Pricing Decisions. 13. Global Marketing Channels and Physical Distribution. 14. Global Marketing Communications Decisions I: Advertising and Public Relations. 15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media. V. MANAGING THE GLOBAL MARKETING EFFORT. 16. Leading, Organizing, and Controlling the Global Marketing Effort. Glossary. Author/Name Index. Subject/Company Index.This undergraduate new edition offers a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Balasubramaniam Ramu;Export marketingExport marketingURN:ISBN:0130842680 |
| spellingShingle | Export marketing Export marketing Keegan, Warren J., author 239905 Green, Mark C., author 344027 Global Marketing / |
| title | Global Marketing / |
| title_full | Global Marketing / |
| title_fullStr | Global Marketing / |
| title_full_unstemmed | Global Marketing / |
| title_short | Global Marketing / |
| title_sort | global marketing |
| topic | Export marketing Export marketing |
| work_keys_str_mv | AT keeganwarrenjauthor239905 globalmarketing AT greenmarkcauthor344027 globalmarketing |