Global Marketing

Warren J. Keegan, Mark C. Green - Collection International Edition

636 pages, parution le 30/12/2004 (4^eme édition)

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Résumé

For undergraduate courses in Global International Marketing. Suitable at the graduate-level/MBA level if used with supplemental cases.

The Fourth Edition draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives adopters the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.

L'auteur - Mark C. Green

Mark Green is Professor of Mathematics and Director of the Institute for Pure and Applied Mathematics at the University of California, Los Angeles.

Sommaire

Introduction
- Introduction to Global Marketing
The Global Marketing Environment
- The Global Economic Environment
- The Global Trade Environment
- Social and Cultural Environments
- The Political, Legal, and Regulatory Environments of Global Marketing
Approaching Global Markets
- Global Information Systems and Market Research
- Segmentation, Targeting, and Positioning
- Importing, Exporting, and Sourcing
- Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
The Global Marketing Mix
- 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
Strategy And Leadership In The 21^st Century
- Global Marketing and the Digital Revolution
- Strategic Elements of Competitive Advantage
- Leading, Organizing, and Controlling the Global Marketing Effort
Glossary

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Pearson
Auteur(s)	Warren J. Keegan, Mark C. Green
Collection	International Edition
Parution	30/12/2004
Édition	4^eme édition
Nb. de pages	636
Format	21,5 x 27,5
Couverture	Broché
Poids	1292g
Intérieur	Noir et Blanc
EAN13	9780131968547
ISBN13	978-0-13-196854-7