TY  - BOOK
AU  - Keegan,Warren J.
TI  - Global marketing management.
SN  - 0133591344
AV  - HF1416 .K44 1995
U1  - 658.8/48 20
PY  - 1995///
CY  - Englewood Cliffs, N.J.
PB  - Prentice Hall
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - 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.
ER  -