Author | Keegan, Warren J |
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Title | Global marketing / Warren J. Keegan, Mark C. Green |
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Imprint |
Upper Saddle River, N.J. : Prentice Hall, c2003 |
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Edition |
3rd ed |
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Descript |
xix, 666 p. : ill. (some col.), col. maps ; 26 cm |
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CONTENT
Introduction to global marketing -- The global economic environment -- The global trade environment: regional market characteristics and preferential trade agreements -- Social and cultural environments -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Segmentation, targeting, and positioning -- Exporting, importing, and sourcing -- Global marketing entry strategies: licensing, investment, and strategic alliances -- Strategic elements of competitive advantage -- Product and brand decisions -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions I: advertising and public relations -- Global marketing communications II: sales promotion, personal selling, special forms of marketing communication, new medias -- leading, organizing, and controlling the global marketing effort
SUBJECT
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Export marketing
LOCATION | CALL# | STATUS |
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Chula Business School Library | 658.848 K26G 2003 |
CHECK SHELVES
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Chula Business School Library | 658.848 K26G 2003 |
CHECK SHELVES
|