North South University Library OPAC
Global marketing / Warren J. Keegan and Mark C. Green.
Material type:
TextLanguage: English Publication details: Boston : Pearson, c2015.Edition: 8th edDescription: xxii, 586 p. : ill. ; 28 cmISBN: - 9780133545005
- HF1416 .K44 2015
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North South University Library | Non-fiction | General Stacks | HF1416.K44 2015 (Browse shelf(Opens below)) | 1 | Available | 38838 | ||
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North South University Library | Non-fiction | General Stacks | HF1416.K44 2015 (Browse shelf(Opens below)) | 2 | Available | 42033 | ||
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North South University Library | Non-fiction | General Stacks | HF1416.K44 2015 (Browse shelf(Opens below)) | 3 | 1 | 42034 |
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.
Marketing & International Business
Social Science
Sumaiya Kainat Bintey Kohinoor
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