Global marketing / Warren J. Keegan, Mark C. Green.
نوع المادة : نصاللغة: الإنجليزية الناشر:Boston : Pearson, 2015الطبعات:Eighth edition, global editionوصف:608 pages : illustrations (colour), portraits (colour) ; 28 cmنوع المحتوى:- text
- unmediated
- volume
- 9781292017389
- 1292017384
- HF1416 .K44 2015
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF1416 .K44 2015 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30020000048336 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF1416 .K44 2015 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30020000050409 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF1416 .K44 2015 (إستعراض الرف(يفتح أدناه)) | C.3 | المتاح | 30020000050408 |
Includes bibliographical references and indexes.
Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- 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, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.
"'Global marketing', 8th ed., builds on the worldwide success of the previous editions of 'Principles of global marketing' and 'Global marketing'. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment."--The preface (pages 17).