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.