Global marketing / Warren J. Keegan, Mark C. Green.

By: Keegan, Warren JContributor(s): Green, Mark CCall number: 658.848 K26G 2000 Material type: BookBookPublisher: Upper Saddle River, N.J. : Prentice Hall, 2000Edition: 2nd edDescription: xxii, 594 p. : ill. ; 26 cmISBN: 0130842680 :Subject(s): Export marketing -- Management | Export marketing -- Management -- Case studiesDDC classification: 658.848 K26G 2000
Contents:
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.
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Item type Current library Call number Copy number Status Date due Barcode
General Books General Books สำนักวิทยบริการ (Center)
ชั้น 7 หนังสือทั่วไปภาษาอังกฤษ 000-900 		658.848 K26G 2000 (Browse shelf(Opens below)) 1 Available 2000066759
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658.848 J65G 2000 Global marketing : 658.848 K19M 1992 Managing global marketing : 658.848 K19M 1992 Managing global marketing : 658.848 K26G 2000 Global marketing / 658.848 K26G 2017 Global marketing / 658.848 K26G 2017 Global marketing / 658.848 K26P 1997 Principles of global marketing /

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.

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