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Global marketing management. / Warren J. Keegan.

By: Keegan, Warren JMaterial type: TextTextPublisher: Englewood Cliffs, N.J. : Prentice Hall, c1995Edition: 5th edDescription: xix, 828 p. : ill. ; 24 cmISBN: 0133591344Subject(s): Export marketing -- Management | Export marketing -- Management -- Case studiesDDC classification: 658.8/48 LOC classification: HF1416 | .K44 1995
Contents:
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.
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Item type Current location Home library Call number Copy number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF1416 .K44 (Browse shelf) 1 Available 2071/12
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF1416 .K441 (Browse shelf) 2 Available 2072/12

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.

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