Title:
Global marketing management
Author:
Keegan, Warren J.
ISBN:
9780133591347
9780132971867
Personal Author:
Edition:
5th ed.
Publication Information:
Englewood Cliffs, N.J. : Prentice Hall, ©1995.
Physical Description:
xix, 828 pages : illustrations ; 24 cm.
Series:
Prentice-Hall International editions.
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.