Keegan, Warren J. <br/><br/>
Global marketing. / 
Warren J. Keegan. Mark C. Green 
 - 6th ed. 
 - Boston:  Pearson,  2011. 
 - 621 p. :  ill. ; 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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 -- <br/><br/> 
<br/><br/><label>ISBN: </label>9780137042685 013704268X 
<br/><br/><label>LCCN: </label>94034025  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing--Management.<br/>Export marketing--Management--Case studies.
<br/><br/><label>LC Class. No.: </label>HF1416.K44  
<br/><br/><label>Dewey Class. No.: </label>658.8/48