02130cam a2200361 i 4500 17553525 OSt 20211130141035.0 121207s2014 mau b 001 0 eng 2012046786 9780136157397 (alk. paper) 0136157394 (alk. paper) DLC eng LC rda DLC pcc HF1416.K44(8e) 658.8/4 23 Keegan, Warren J. Global marketing management. / Warren J. Keegan, Elyse Arnow Brill. 8th ed. Boston: Pearson, 2014. xxii, 457 pages; 27 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references and indexes. Contents:1. Introduction and overview: introduction to global marketing -- 2. The global marketing environment: The global economic environment -- The political, legal, and regulatory environments of global marketing -- The global cultural environment -- 3. Analyzing and targeting global market opportunities: Global customers -- global marketing information systems and research -- Segmentation, targeting, and positioning -- 4. Global marketing strategy: Global entry and expiration strategies -- Competitive analysis and strategy -- 5. Creating global marking programs: Product decisions -- Pricing decisions -- Global marketing channels -- Global integrated marketing communications -- 6 Managing the global marketing program: Global organization and leadership: managing the global marketing effort -- Global corporate social responsibility and environmental sustainability -- The future of global marketing -- Export marketing Management. Export marketing Management Case studies. Brill, Elyse Arnow. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 8162 15662 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 0 HF1416.K44(8e) K/1636/1636/19 2021-11-30 00:00:00 2021-11-30 BK