Global marketing / Warren J. Keegan, Mark C. Green.
Material type: TextSeries: Publisher: Harlow : Pearson Education Limited 2017Edition: Ninth edition; Global editionDescription: 624 pages : illustrations (black and white, and colour) ; 28 cmISBN:- 9781292150765:
- 1292150769
- 658.848
- .K443 2017
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Carlow Campus Library General Lending | 658.848 (Browse shelf(Opens below)) | 1 | Available | 80777 |
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.
53.88