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This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.
Acquisto del libro
Global Marketing Management, Warren Keegan
- Lingua
- Pubblicato
- 2001
- Rilegatura
- (Copertina rigida)
Metodi di pagamento
Ancora nessuna valutazione.
- Titolo
- Global Marketing Management
- Lingua
- Inglese
- Autori
- Warren Keegan
- Editore
- Pearson College Div
- Pubblicato
- 2001
- Formato
- Copertina rigida
- Pagine
- 617
- ISBN10
- 0130332712
- ISBN13
- 9780130332714
- Serie
- Descrizione
- This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.