Global marketing management

By: Keegan, Warren JMaterial type: TextTextPublication details: New Delhi: Prentice-Hall, ©1995, 2000Edition: 5th EditionDescription: xix, 828 p.: illustrationsISBN: 9788120309593; 8120309596Subject(s): Export marketing -- Management | Export marketing -- Management -- Case studies | Internationale MarketingDDC classification: 658.848
Contents:
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.
Summary: For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.848 KEE (Browse shelf(Opens below)) Available 007101
Total holds: 0

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.

There are no comments on this title.

to post a comment.

Click on an image to view it in the image viewer

© University of Vavuniya

---