TY  - BOOK
AU  - Keegan,Warren J.
AU  - Green,Mark C.
TI  - Global marketing
SN  - 0130842680 :
U1  - 658.848 
PY  - 2000///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - 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
ER  -