Global marketing. / Warren J. Keegan Mark C. Green

By:

Keegan, Warren J

Contributor(s):

Green, Mark C

Material type:

TextPublication details: Boston: Pearson, 2015.Edition: 8th edDescription: 608 p. : illISBN:

9781292017389
1292017384

Subject(s):

DDC classification:

658.8/48 20

LOC classification:

HF1416.K44

Contents:

Contents: Part 1: Introduction- Introduction to global marketing -- Part 2: The Global marketing environment- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal and regulatory environments -- Part 3: 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 -- Part 4: The global marketing mix: -- 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 , special forms of marketing communication -- Global marketing and the digital revolution -- Part 5:. Strategy and leadership in the twenty-first century: Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility --

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY			HF1416.K44(8e) (Browse shelf(Opens below))					Available			K/980/980/19

Includes bibliographical references and indexes.

Contents: Part 1: Introduction- Introduction to global marketing -- Part 2: The Global marketing environment- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal and regulatory environments --
Part 3: 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 -- Part 4: The global marketing mix:
-- 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 , special forms of marketing communication -- Global marketing and the digital revolution -- Part 5:. Strategy and leadership in the twenty-first century: Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility --

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Global marketing. / Warren J. Keegan Mark C. Green

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