Global marketing /
Keegan, Warren J.
Global marketing / Warren J. Keegan, Mark C. Green. - 2nd ed. - Upper Saddle River, N.J. : Prentice Hall, 2000 - xxii, 594 p. : ill. ; 26 cm.
Introduction to global marketing -- The global economic environment -- The global trade environment: regional market characteristics and preferential trade agreements -- Social and culture environment -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Going global : segmentation, targeting, and positioning -- Sourcing strategies : exporting and importing -- Global market entry strategies: licensing, investment, and strategic alliances -- Strategic elements of competitive advantage -- Product and brand decisions -- 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, special forms of marketing communication, new media -- Leading, organizing and controlling the global marketing effort.
0130842680 : 740 baht
Export marketing--Management
Export marketing--Management--Case studies
658.848 / K26G 2000
Global marketing / Warren J. Keegan, Mark C. Green. - 2nd ed. - Upper Saddle River, N.J. : Prentice Hall, 2000 - xxii, 594 p. : ill. ; 26 cm.
Introduction to global marketing -- The global economic environment -- The global trade environment: regional market characteristics and preferential trade agreements -- Social and culture environment -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Going global : segmentation, targeting, and positioning -- Sourcing strategies : exporting and importing -- Global market entry strategies: licensing, investment, and strategic alliances -- Strategic elements of competitive advantage -- Product and brand decisions -- 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, special forms of marketing communication, new media -- Leading, organizing and controlling the global marketing effort.
0130842680 : 740 baht
Export marketing--Management
Export marketing--Management--Case studies
658.848 / K26G 2000