Keegan, Warren J. creator Green, Mark C. text bibliography nju Boston Pearson 2015 1995 8th ed. monographic eng

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608 p. : ill. ; 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 -- Warren J. Keegan Mark C. Green Includes bibliographical references and indexes. Export marketing Management Export marketing Management Case studies HF1416.K44 658.8/48 9781292017389 1292017384 94034025 DLC 940818 20210924151401.0 1125924