| Description |
xxi, 421 pages : colour illustrations, colour maps ; 26 cm |
| Series |
Prentice Hall International editions |
| Contents |
Part I. Introduction -- 1. Introduction to global marketing -- Part II. The global marketing environment -- 2. The global economic environment -- 3. Regional market characteristics -- 4. Social and cultural environments -- 5. The political, legal, and regulatory environments -- 6. The global financial environment and Foreign Exchange decisions -- 7. Global marketing information systems and research -- Part III. Global strategy -- 8. Going global: segmentation, targeting, and sourcing decisions -- 9. Sourcing strategies: exporting and importing -- 10. Global market entry strategies: licensing, joint ventures, and ownership -- 11. Cooperative strategies and global strategic partnerships -- 12. Strategic elements of competitive advantage -- Part IV. The global marketing mix -- 13. Product decisions -- 14. Pricing decisions -- 15. Global marketing channels and physical distribution -- 16. Global marketing communication decisions: advertising, public relations, sales promotion, and personal selling -- Part V. Implementation of global marketing strategy -- 17. Leading, organizing, and controlling the global marketing effort -- 18. The future of global marketing |
| Summary |
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 |
| Notes |
Revised edition of: Multinational marketing management. 3rd edition, 1984 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing -- Management -- Case studies.
|
|
Export marketing -- Management.
|
| Genre/Form |
Case studies.
|
| Author |
Green, Mark C., author
|
|
Keegan, Warren J.
Multinational marketing management
|
| LC no. |
96022966 |
| ISBN |
0136066828 (paperbackInternational edition) |
|
0137222998 (hbk.) |
|
