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Book Cover
Author Keegan, Warren J.

Title Global marketing / Warren J. Keegan, Mark C. Green
Edition Third edition
Published Upper Saddle River, N.J. : Prentice Hall, [2003]


Location Call no. Vol. Availability
 MELB  658.858 Kee/Pog 2003  AVAILABLE
Description xix, 666 pages : illustrations (some color), color maps ; 26 cm
regular print
Contents 1. Introduction to global marketing -- 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 -- 7. Segmentation, targeting, and positioning -- 8. Exporting, importing, and sourcing -- 9. Global market entry strategies: licensing, investment, and strateigc alliances -- 10. Strategic elements of competitive advantage -- 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 -- 16. Leading, organizing and controlling the global marketing effort
Notes Original ed. title: Principles of global marketing. Upper Saddle River, N.J. : Prentice Hall, c1997
Bibliography Includes bibliographical references and indexes
Subject Export marketing -- Management.
Export marketing -- Management -- Case studies.
Export marketing.
Author Green, Mark C.
LC no. 2002190399
ISBN 0130669989 paperback