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Book Cover
Author Keegan, Warren J.

Title Principles of global marketing / Warren J. Keegan, Mark C. Green.

Published Upper Saddle River, N.J. : Prentice Hall, [1997]


Physical description xxi, 421 pages : illustrations (some colour), colour maps ; 26 cm
Notes Rev. ed. of: Multinational marketing management. 3rd ed. 1984.
World maps on endpapers.
Bibliography Includes bibliographical references and indexes.
Contents 1. Introduction to Global Marketing -- 2. The Global Economic Environment -- 3. Regional Market Characteristics -- 4. Social and Cultural Environments -- 5. The Political, Legal, and Regulatory Environments -- 6. The Global Financial Environment and Foreign Exchange Decisions -- 7. Global Marketing Information Systems and Research -- 8. Going Global: Segmentation, Targeting, and Sourcing Decisions -- 9. Sourcing Strategies: Exporting and Importing -- 10. Global Market Entry Strategies: Licensing, Joint Ventures, and Ownership -- 11. Cooperative Strategies and Global Strategic Partnerships -- 12. Strategic Elements of Competitive Advantage -- 13. Product Decisions -- 14. Pricing Decisions -- 15. Global Marketing Channels and Physical Distribution -- 16. Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion, and Personal Selling -- 17. Leading, Organizing, and Controlling the Global Marketing Effort -- 18. The Future of Global Marketing.
Other author Green, Mark C.
Keegan, Warren J. (Warren Joseph), 1936- Multinational marketing management.
Subject Export marketing -- Management.
Export marketing -- Management -- Case studies.
ISBN 0137222998