Global marketing management. / Warren J. Keegan.
Material type:
TextPublication details: Englewood Cliffs, N.J. : Prentice Hall, c1995.Edition: 5th edDescription: xix, 828 p. : ill. ; 24 cmISBN: - 0133591344
- 658.8/48 20
- HF1416 .K44 1995
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416 .K44 (Browse shelf(Opens below)) | 1 | Available | 2071/12 | ||||||||||||
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416 .K441 (Browse shelf(Opens below)) | 2 | Available | 2072/12 |
Includes bibliographical references and indexes.
Contents: A Conceptual overview: Introduction to global marketing -- Global marketing planning -- The Global marketing environment: Economic enviroment -- Social and cultural environments -- Legal and regulatory environment -- Foreign exchange and financial decisions -- Targeting global markets: Global marketing information systems and research -- Global segmentation, targeting and positioning -- Formulating global marketing strategy: Sourcing decisions and the value chain -- Strategy alternatives for global market entry and expansion -- Competitive analysis and strategy -- Cooperative strategies and global strategic partnerships -- The Global marketing mix: Product decisions -- Pricing decisions -- Channel decisions -- Global marketing communications decisions: advertising -- Exporting and importing -- Leading, organizing, and controlling the global marketing effort -- The Future of global marketing.
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