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TitleGlobal marketing management
Author Warren J. Keegan
Imprint Upper Saddle River, N.J. : Prentice Hall, c1999
Edition 6th ed
Descript xiv, 639 p


Introduction to global marketing -- The global economic environment -- social and cultural environments -- The political, legal, and regulatory environments of global marketing -- glboal markets and buyers -- global marketing information systems and research -- Segmentation, targeting, and positioning -- Sourcing : exporting and importing -- Global marketing strategy: entry and expansion -- Competitive analysis and strategy -- Cooperative strategies and global strategic partnerships -- Product decisions -- Pricing decisions -- Global marketing channels and physical distribution -- Global advertising -- Global marketing communications decisions, public relations, sales promotion, personal selling, direct marketing, database marketing, and the Internet -- Leading organizing and controlling the global marketing effort -- The future of global marketing

Export marketing -- Management Export marketing -- Management -- Case studies

Sasin Library658.848 K26G 1999CHECK SHELVES

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