Global marketing. / Warren J. Keegan. Mark C. Green
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.K44(6e) (Browse shelf) | 1 | Available | K/975/975/19 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.K441(6e) (Browse shelf) | 2 | Available | K/978/978/19 |
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HF5415.B72(14e) Contemporary marketing. / | TS161.A76(7e) Introduction to materials management. / | HF5548.S35(11e) Electronic commerce. / | HF1416.K44(6e) Global marketing. / | HF1416.K441(6e) Global marketing. / | HF1416.95(10e) International marketing. / | HB172.5.M35(6e) Brief principles of macroeconomics. / |
Includes bibliographical references and indexes.
Contents: 1. Introduction: Introduction to global marketing -- 2. Global economic environment: The Global marketing environment -- Regional market characteristics and preferential -- Social and cultural environments -- The political, legal and regulatory environment -- 3. Approaching global markets: Global information systems -- and market research -- Segmentation, targeting and positioning -- Importing, exporting and sourcing -- Global market entry strategies -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions: advertising and public relations -- Global marketing communications decisions: sales promotion, personal selling , special forms o marketing communication -- Global marketing and the digital revolution -- 5. Strategy and leadership in the twenty-first century: Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility --
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