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Global Marketing

Global Marketing - 6th edition

ISBN13: 978-0137023868

Cover of Global Marketing 6TH 11 (ISBN 978-0137023868)
ISBN13: 978-0137023868
ISBN10: 0137023863
Cover type: Paperback
Edition/Copyright: 6TH 11
Publisher: Prentice Hall, Inc.
Published: 2011
International: No

List price: $223.25

Global Marketing - 6TH 11 edition

ISBN13: 978-0137023868

Warren J. Keegan

ISBN13: 978-0137023868
ISBN10: 0137023863
Cover type: Paperback
Edition/Copyright: 6TH 11
Publisher: Prentice Hall, Inc.

Published: 2011
International: No
Summary

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. Introduction to Global Marketing; The Global Economic Environment; Regional Market Characteristics and Preferential Trade Agreements; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; Global Information Systems and Market Research; Segmentation, Targeting, and Positioning; Importing, Exporting, and Sourcing; Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances; Brand and Product Decisions In Global Marketing; 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; Digital Revolution; Strategic Elements of Competitive Advantage; Leadership, Organization, and Corporate Social Responsibility. For those entering the global job market, especially helpful for hirees of import/export departments.