Keegan, Warren J. creator text bibliography nju Englewood Cliffs, N.J Prentice Hall c1995 1995 5th ed. monographic eng

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xix, 828 p. : ill. ; 24 cm. 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. Warren J. Keegan. Includes bibliographical references and indexes. Export marketing Management Export marketing Management Case studies HF1416 .K44 1995 658.8/48 0133591344 94034025 DLC 940818 20210414113934.0 1125924