TY  - BOOK
AU  - Keegan,Warren J.
AU  - 
TI  - Global marketing.
SN  - 9781292017389
AV  - HF1416.K44  
U1  - 658.8/48 20
PY  - 2015///
CY  - Boston
PB  - Pearson
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - Includes bibliographical references and indexes; 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 --  
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: 
 -- 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 -- 


ER  -