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GLOBAL MARKETING / MARK C. GREEN AND WARREN J. KEEGAN

GREEN, MARK C. , KEEGAN, WARREN J.

2020

BOOK
Category

GLOBAL MARKETING

Abstract

CONTENTS

PART 1: INTRODUCTION

1. INTRODUCTION TO GLOBAL MARKETING

 

PART 2: THE GLOBAL MARKETING ENVIRONMENT

2. THE GLOBAL ECONOMIC ENVIRONMENT

3. THE GLOBAL TRADE ENVIRONMENT

4. SOCIAL AND CULTURAL ENVIRONMENTS

5. THE POLITICAL, LEGAL, AND REGULATORY ENVIRONMENTS

 

PART 3: APPROACHING GLOBAL MARKETS

6. GLOBAL INFORMATION SYSTEMS AND MARKET RESEARCH

7. SEGMENTATION, TARGETING, AND POSITIONING

8. IMPORTING, EXPORTING, AND SOURCING

9. GLOBAL MARKET-ENTRY STRATEGIES: LICENSING, INVESTMENT, AND STRATEGIC ALLIANCES

 

PART 4: THE GLOBAL MARKETING MIX

10. BRAND AND PRODUCT DECISIONS IN GLOBAL MARKETING

11. PRICING DECISIONS

12. GLOBAL MARKETING CHANNELS AND PHYSICAL DISTRIBUTION

13. GLOBAL MARKETING COMMUNICATIONS DECISIONS I: ADVERTISING AND PUBLIC RELATIONS

14. GLOBAL MARKETING COMMUNICATIONS DECISIONS II: SALES PROMOTION, PERSONAL SELLING, AND SPECIAL FORMS OF MARKETING COMMUNICATION

15. GLOBAL MARKETING AND THE DIGITAL REVOLUTION

 

PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

16. STRATEGIC ELEMENTS OF COMPETITIVE ADVANTAGE

17. LEADERSHIP, ORGANIZATION, AND CORPORATE SOCIAL RESPONSIBILITY

GLOSSARY 583

AUTHOR / NAME INDEX 597

SUBJECT / ORGANIZATION INDEX 607

ISBN 9781292304021
Author(s) GREEN, MARK C. , KEEGAN, WARREN J.
Credits
Edition 10TH ED.
Year 2020
Publisher PEARSON
Type BOOK
Keywords
Language English
Collation 627 P. : ILL. ; 28 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol M 6 Yes A
1 Nicosia S 4 Yes A
2 Limassol M 4 Yes A 01/01/1970