TY  - BOOK
AU  - Keegan,Warren J. 
AU  - Warren J KEEGAN
TI  - Global Marketing
SN  - 9788131719510
U1  - 658.84 KEE-G 
PY  - 2007///
CY  - New Delhi
PB  - Pearson
KW  - Global Marketing,Global Trade Environment,Global Information Systems and Market Research
N1  - 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

UR  - https://books.google.co.in/books?id=tnhmd488RxkC&printsec=frontcover&dq=global+marketing+by+keegan&hl=en&sa=X&ved=0ahUKEwie3oO27e3kAhVJQ48KHXpWCGgQ6AEIKDAA#v=onepage&q=global%20marketing%20by%20keegan&f=false
ER  -