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Global Marketing

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Global Marketing



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Global Marketing by Warren J. Keegan
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For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, including the global financial crisis.

Table of Contents

Chapter 1: Introduction to Global Marketing Chapter 2: The Global Economic Environment Chapter 3: Regional Market Characteristics and Preferential Trade Agreements Chapter 4: Social and Cultural Environments Chapter 5: The Political, Legal, and Regulatory Environments Chapter 6: Global Information Systems and Market Research Chapter 7: Segmentation, Targeting, and Positioning Chapter 8: Importing, Exporting, and Sourcing Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Chapter 10: Brand and Product Decisions In Global Marketing Chapter 11: Pricing Decisions Chapter 12: Global Marketing Channels and Physical Distribution Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication Chapter 15: Digital Revolution Chapter 16: Strategic Elements of Competitive Advantage Chapter 17: Leadership, Organization, and Corporate Social Responsibility
Release date Australia
January 3rd, 2010
Country of Publication
United States
United States ed of 6th revised ed
col. Illustrations, col. maps
Prentice Hall
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