Global Marketing

By:

Keegan,Warren J

Contributor(s):

Warren J KEEGAN

Material type: Text

TextPublication details: Pearson 2007 New DelhiEdition: 4thISBN:

9788131719510

Subject(s):

Global Marketing,Global Trade Environment,Global Information Systems and Market Research

DDC classification:

658.84 KEE-G

Online resources:

Click here to access online

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Item type	Current library	Collection	Call number	URL	Status	Barcode
Books	Amity Central Library DONATED BOOKS	Text Book	658.84 KEE-G (Browse shelf(Opens below))	Link to resource	Available	1805Don
Reference Book	Amity Central Library ACC	Reference	658.84 KEE-G (Browse shelf(Opens below))	Link to resource	Not For Loan	13009
Books	Amity Central Library ACC	Text Book	658.84 KEE-G (Browse shelf(Opens below))	Link to resource	Available	13010
Books	Amity Central Library ACC	Text Book	658.84 KEE-G (Browse shelf(Opens below))	Link to resource	Available	13011
Books	Amity Central Library ACC	Text Book	658.84 KEE-G (Browse shelf(Opens below))	Link to resource	Available	13012
Books	Amity Central Library ACC	Text Book	658.84 KEE-G (Browse shelf(Opens below))	Link to resource	Available	13013

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Part I: Introduction
1. Introduction to Global Marketing

Part II: The Global Marketing Environment
2. The Global Economic Environment
3. The Global Trade Environment
4. Social and Cultural Environments
5. The Political, Legal, and Regulatory Environments

Part III: Approaching Global Markets
6. Global Information Systems and Market Research
7. Segmentation, Targeting, and Positioning
8. Importing, Exporting, and Sourcing
9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

Part IV: The Global Marketing Mix
10. Brand and Product Decisions in Global Marketing
11. Pricing Decisions
12. Global Marketing Channels and Physical Distribution
13. Global Marketing Communications Decisions I: Advertising and Public Relations
14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
15. Global Marketing and the Digital Revolution
Part V: Strategy and Leadership in the Twenty-First Century
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility

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