TY  - BOOK
AU  - Keegan,Warren J.
AU  - 
TI  - Global marketing.
SN  - 9780137042685
AV  - HF1416.K44  
U1  - 658.8/48 20
PY  - 2011///
CY  - Boston
PB  - Pearson
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - 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 -- 


ER  -