Global marketing /
Keegan, Warren J.,
Global marketing / Warren J. Keegan, Mark C. Green. - Ninth edition. Global edition. - Boston : Pearson, [2017] - 624 pages : illustrations (black and white, and colour) ; 28 cm - Always learning .
CW828, CW838 Includes index.
Includes bibliographical references and index.
Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Approaching global markets -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- 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, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.
9781292150765: £57.99 1292150769
International trade.
Export marketing.
Business and Management.
International business
Sales & marketing
Sales & marketing management
Business & Management
/ .K443 2017
658.848
Global marketing / Warren J. Keegan, Mark C. Green. - Ninth edition. Global edition. - Boston : Pearson, [2017] - 624 pages : illustrations (black and white, and colour) ; 28 cm - Always learning .
CW828, CW838 Includes index.
Includes bibliographical references and index.
Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Approaching global markets -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- 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, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.
9781292150765: £57.99 1292150769
International trade.
Export marketing.
Business and Management.
International business
Sales & marketing
Sales & marketing management
Business & Management
/ .K443 2017
658.848