Principles of global marketing /
This entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relev...
| Main Authors: | , |
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| Format: | text |
| Language: | eng |
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Upper Saddle River, N.J : Prentice-Hall,
1997
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| _version_ | 1796659302689144832 |
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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 entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, 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 | 2024-03-04T16:01:12Z |
| format | text |
| id | KOHA-OAI-TEST:70851 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-04T16:01:12Z |
| publishDate | 1997 |
| publisher | Upper Saddle River, N.J : Prentice-Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:708512024-02-15T00:29:17ZPrinciples of global marketing / Keegan, Warren J., author 239905 Green, Mark C., author 344027 textUpper Saddle River, N.J : Prentice-Hall,1997engThis entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, 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 indexes.Introduction to global marketing -- The global economic environment -- Regional market characteristics -- Social and cultural environments -- The political, legal, and regulatory environments -- The global financial environment and foreign exchange decisions -- Global marketing information systems and research -- 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 strategic partnerships -- Strategic elements of competetive advantage -- Product decisions -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions : advertising, public relations, sales promotion, and personal selling -- Leading, organizing, and controlling the global marketing effort -- The future of global marketingThis entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, 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.MOHAIMINAH KHAYON;MarketingExport marketingExport marketingURN:ISBN:0136066828 |
| spellingShingle | Marketing Export marketing Export marketing Keegan, Warren J., author 239905 Green, Mark C., author 344027 Principles of global marketing / |
| title | Principles of global marketing / |
| title_full | Principles of global marketing / |
| title_fullStr | Principles of global marketing / |
| title_full_unstemmed | Principles of global marketing / |
| title_short | Principles of global marketing / |
| title_sort | principles of global marketing |
| topic | Marketing Export marketing Export marketing |
| work_keys_str_mv | AT keeganwarrenjauthor239905 principlesofglobalmarketing AT greenmarkcauthor344027 principlesofglobalmarketing |