Global marketing

Warren J. Keegan (Lubin Graduate School of Business, Pace University, New York City and Westchester, New York), Mark C. Green (Department of Business Administration and Economics, Simpson College, Indianola, Iowa)

Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- T he political, legal, and regulatory environments -- 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 -- 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, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility -- Glossary -- Author/name index -- Subject/organization index

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Year of publication:	[2017] ; Ninth edition, global edition
Authors:	Keegan, Warren J. ; Green, Mark C.
Publisher:	Boston : Pearson
Subject:	Internationales Marketing \| International marketing \| Fallstudiensammlung
Description of contents:	Description [bvbr.bib-bvb.de]

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Extent:	624 Seiten Illustrationen
Series:	Always learning
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Lehrbuch ; Textbook ; Fallstudie ; Case study
Language:	English
Notes:	"Authorized adaptation from the United States edition, entitled Global marketing, 9th edition, ISBN 978-0-13-412994-5, by Warren J. Keegan and Marc C. Green, published by Pearson Education © 2016" Revised edition of the authors' Global marketing, 2015 PrefaceAcknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- T he political, legal, and regulatory environments -- 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 -- 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, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility -- Glossary -- Author/name index -- Subject/organization index.
ISBN:	978-1-292-15076-5 ; 1-292-15076-9
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011620771