TY  - BOOK
AU  - Keegan,Warren J.
AU  - Brill,Elyse Arnow
TI  - Global marketing management.
SN  - 9780136157397 (alk. paper)
AV  - HF1416.K44(8e) 
U1  - 658.8/4 23
PY  - 2014///
CY  - Boston
PB  - Pearson
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - 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 --
ER  -