Global marketing / Keegan, Warren J.; Green, Mark C.

Public ISBD Titre : Global marketing Type de document : texte imprimé Auteurs : Keegan, Warren J.; Green, Mark C., Auteur Mention d'édition : 4th ed. Editeur : Upper Saddle River, NJ : Pearson/Prentice Hall Année de publication : c2004 Importance : xx, 636 p. Présentation : color illustrations, color maps Format : 28 cm ISBN/ISSN/EAN : 978-0-13-146919-8 Note générale : Includes bibliographical references and index. Langues : Anglais (eng) Catégories : Export marketing. Index. décimale : HF 1416 Résumé : For undergraduate courses in International Marketing. Also appropriate at the MBA level if used with supplemental casebook. The third edition, like its predecessors, offers a concise, authoritative... Note de contenu : Introduction to global marketing -- Global economic environment -- The global trade environment : regional market characteristics and preferential trade agreements -- Social and cultural environments -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market entry strategies : licensing, investment, and strategic alliances -- Product and brand decisions -- 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, special forms of marketing communication -- Strategic elements of competitive advantage -- Leading, organizing, and controlling the global marketing effort -- The digital revolution and the global electronic marketplace. Global marketing [texte imprimé] / Keegan, Warren J.; Green, Mark C., Auteur  . -  4th ed. . - Upper Saddle River, NJ : Pearson/Prentice Hall, c2004 . - xx, 636 p. : color illustrations, color maps ; 28 cm. ISBN : 978-0-13-146919-8 Includes bibliographical references and index. Langues : Anglais (eng) Catégories : Export marketing. Index. décimale : HF 1416 Résumé : For undergraduate courses in International Marketing. Also appropriate at the MBA level if used with supplemental casebook. The third edition, like its predecessors, offers a concise, authoritative... Note de contenu : Introduction to global marketing -- Global economic environment -- The global trade environment : regional market characteristics and preferential trade agreements -- Social and cultural environments -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market entry strategies : licensing, investment, and strategic alliances -- Product and brand decisions -- 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, special forms of marketing communication -- Strategic elements of competitive advantage -- Leading, organizing, and controlling the global marketing effort -- The digital revolution and the global electronic marketplace.

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Code-barres	Cote	Support	Localisation	Section	Disponibilité
100038719	HF 1416 .K443 2004	Book	Bibliothèque principale	English Books	Disponible

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