Global marketing management. / Warren J. Keegan, Elyse Arnow Brill.
Material type: TextPublisher: Boston: Pearson, 2014Edition: 8th edDescription: xxii, 457 pages; 27 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780136157397 (alk. paper); 0136157394 (alk. paper)Subject(s): Export marketing -- Management | Export marketing -- Management -- Case studiesDDC classification: 658.8/4 LOC classification: HF1416.K44(8e)Item type | Current location | Home library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.K44(8e) (Browse shelf) | Available | K/1636/1636/19 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY shelves, Shelving location: General Stacks Close shelf browser
No cover image available | No cover image available | |||||||
TS155.S63(4e) Operations strategy. / | TS155.S631(4e) Operations strategy. / | TS155.S632(4e) Operations strategy. / | HF1416.K44(8e) Global marketing management. / | HF5415.2.M38(9e) Marketing research. / | HF5549.C46(16e) Managing human resources. / | HF5549.C461(16e) Managing human resources. / |
Includes bibliographical references and indexes.
Contents: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 --
There are no comments on this title.