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Category |
INTERNATIONAL MARKETING
GLOBAL STRATEGIC MANAGEMENT
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Abstract |
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 STRATEGIES: MARKETING AND SOURCING; COOPERATION AND GLOBAL STRATEGIC PARTNERSHIPS; COMPETITIVE ANALYSIS AND STRATEGY; PRODUCT DECISIONS; PRICING DECISIONS; CHANNELS AND PHYSICAL DISTRIBUTION; GLOBAL ADVERTISING; PROMOTION: 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.
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ISBN |
9788131730911
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Author(s) |
KEEGAN, WARREN J.
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BHARGAVA, NAVAL K.
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Credits |
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Edition |
7TH ED.
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Year |
2011
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Publisher |
PEARSON
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Type |
BOOK
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Keywords |
GLOBAL MARKETING, INTERNATIONAL MARKETING
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Language |
English |
Collation |
670 P., 25 CM.
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