TY  - BOOK
AU  - Keegan, Warren J.
TI  - Global marketing management
SN  - 9788120309593
U1  - 658.848 
PY  - 1995///, 2000
CY  - New Delhi
PB  - Prentice-Hall
KW  - Export marketing -- Management.
KW  - Export marketing -- Management -- Case studies.
KW  - Internationale Marketing
N1  - 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
N2  - For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases
ER  -