Global marketing. / Warren J. Keegan Mark C. Green
Material type:
TextPublisher: Boston: Pearson, 2015Edition: 8th edDescription: 608 p. : illISBN: 9781292017389; 1292017384Subject(s): Export marketing -- Management | Export marketing -- Management -- Case studiesDDC classification: 658.8/48 LOC classification: HF1416.K44 | Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.K44(8e) (Browse shelf) | Available | K/980/980/19 |
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| HF1416.95(10e) International marketing. / | HB172.5.M35(6e) Brief principles of macroeconomics. / | HF5438.25.C35(8e) Selling: building partnerships. / | HF1416.K44(8e) Global marketing. / | HB171.5.F733(5e) Principles of economics. / | HB171.5.F734(5e) Principles of economics. / | HF5636.P748(14e) College accounting: chapters 1-24. / |
Includes bibliographical references and indexes.
Contents: Part 1: Introduction- Introduction to global marketing -- Part 2: The Global marketing environment- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal and regulatory environments --
Part 3: Approaching global markets: Global information systems and market research -- Segmentation, targeting and positioning -- Importing, exporting and sourcing -- Global market entry strategies: licensing, investment, and strategic alliances -- Part 4: The global marketing mix:
-- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions I: advertising and public relations -- Global marketing communications decisions II: sales promotion, personal selling , special forms of marketing communication -- Global marketing and the digital revolution -- Part 5:. Strategy and leadership in the twenty-first century: Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility --
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