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    Global Marketing (Paperback) By (author) Warren J. Keegan, By (author) Mark Green

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    DescriptionFor undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.

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  • Full bibliographic data for Global Marketing

    Global Marketing
    Authors and contributors
    By (author) Warren J. Keegan, By (author) Mark Green
    Physical properties
    Format: Paperback
    Number of pages: 600
    Width: 215 mm
    Height: 276 mm
    Thickness: 20 mm
    Weight: 1,104 g
    ISBN 13: 9780273766711
    ISBN 10: 0273766716

    BIC E4L: BUS
    Nielsen BookScan Product Class 3: S4.0T
    BIC subject category V2: KJS, KJK
    BISAC V2.8: BUS043000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    BISAC V2.8: BUS058000, BUS035000
    DC23: 658.8
    Edition statement
    Global ed of 7th revised ed
    Illustrations note
    col. Illustrations
    Pearson Education Limited
    Imprint name
    Pearson Education Limited
    Publication date
    01 April 2012
    Publication City/Country
    Table of contents
    Chapter 1 Introduction to Global Marketing Chapter 2 The Global Economic Environment Chapter 3 The Global Trade Environment Chapter 4 Social and Cultural Environments Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing - Chapter 6 Global Information Systems and Market Research Chapter 7 Segmentation, Targeting, and Positioning Chapter 8 Importing, Exporting, and Sourcing Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Chapter 10 Product and Brand Decisions Chapter 11 Pricing Decisions Chapter 12 Global Marketing Channels and Physical Distribution Chapter 13 Global Marketing Communications Decisions I:Advertising and Public Relations Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media Chapter 15 -- Global Marketing and the Digital Revolution Chapter 16 Strategic Elements of Competitive Advantage Chapter 17 Leadership, Organization, and Corporate Social Responsibility