000			02130cam a2200361 i 4500
001			17553525
003			OSt
005			20211130141035.0
008			121207s2014 mau b 001 0 eng
010			_a 2012046786
020			_a9780136157397 (alk. paper)
020			_a0136157394 (alk. paper)
040			_aDLC _beng _cLC _erda _dDLC
042			_apcc
050	0	0	_aHF1416.K44(8e)
082	0	0	_a658.8/4 _223
100	1		_aKeegan, Warren J.
245	1	0	_aGlobal marketing management. / _cWarren J. Keegan, Elyse Arnow Brill.
250			_a8th ed.
264		1	_aBoston: _bPearson, _c2014.
300			_axxii, 457 pages; _c27 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and indexes.
505			_aContents: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 --
650		0	_aExport marketing _xManagement.
650		0	_aExport marketing _xManagement _vCase studies.
700	1		_aBrill, Elyse Arnow.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8162 _d15662