Keegan, Warren J. <br/><br/>
Global marketing. / 
Warren J. Keegan Mark C. Green 
 - 8th ed. 
 - Boston:  Pearson,  2015. 
 - 608 p. :  ill. ; 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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 --  <br/>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: <br/> -- 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 -- <br/><br/> 
<br/><br/><label>ISBN: </label>9781292017389 1292017384 
<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