Global marketing management

Keegan, Warren J.

Global marketing management - 5th Edition. - New Delhi: Prentice-Hall, ©1995, 2000. - xix, 828 p.: illustrations.

Including Index.

1. Introduction to Global Marketing --
2. Global Marketing Planning --
3. Economic Environment --
4. Social and Cultural Environments --
5. Legal and Regulatory Environment --
6. Foreign Exchange and Financial Decisions --
7. Global Marketing Information Systems and Research --
8. Global Segmentation, Targeting, and Positioning --
9. Sourcing Decisions and the Value Chain --
10. Strategy Alternatives for Global Market Entry and Expansion --
11. Competitive Analysis and Strategy --
12. Cooperative Strategies and Global Strategic Partnerships --
13. Product Decisions --
14. Pricing Decisions --
15. Channel Decisions --
16. Global Marketing Communications Decisions: Advertising --
17. Exporting and Importing --
18. Leading, Organizing, and Controlling the Global Marketing Effort --
19. The Future of Global Marketing.

For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.

9788120309593 8120309596


Export marketing -- Management.
Export marketing -- Management -- Case studies.
Internationale Marketing.

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