MARC record from Internet Archive

LEADER: 03456cam 2200565Ma 4500
001 ocn608619860
003 OCoLC
005 20210711222300.0
008 100302s2011 mauab b 001 0 eng d
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020 $a9780137042685$q(pbk.)
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050 14 $aHF1416$b.K443 2005
072 7 $aBUS$2eflch
082 04 $a658.84$222
100 1 $aKeegan, Warren J.
245 10 $aGlobal marketing /$cWarren J. Keegan, Mark C. Green.
250 $a6th ed., Global ed.
260 $aBoston, Mass. ;$aLondon :$bPearson Education,$c©2011.
300 $a621 pages :$billustrations (some color), color maps ;$c28 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
500 $aPrevious edition: Harlow: Prentice Hall, 2008.
504 $aIncludes bibliographical references and index.
520 $aThis book bring you an understanding of global marketing as a whole, as well as to focus on the importance of emerging nations in contemporary global marketing. It take an environmental and strategic approach by outlining the major dimensions of the global business environment. The conceptual and analytical tools will prepare you to successfully apply the 4Ps to global marketing.
505 0 $aIntroduction to global marketing -- The global economic environment -- Regional market characteristics and preferential trade agreements -- Social and cultural environments -- The political, legal, and regulatory environments -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions l: advertising and public relations -- Global marketing communications decisions ll: sales promotion, personal selling, special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.
650 0 $aExport marketing$xManagement.
650 7 $aBusiness and Management.$2eflch
650 7 $aExport marketing$xManagement.$2fast$0(OCoLC)fst00918717
700 1 $aGreen, Mark C.
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