Principles of Global Marketing

Principles of Global Marketing

by Warren J. Keegan

ISBN-10: 0137222998

ISBN-13: 9780137222995

Pub. Date: 09/28/1996

Publisher: Prentice Hall Professional Technical Reference

Product Details

Prentice Hall Professional Technical Reference
Publication date:
Edition description:
Older Edition
Product dimensions:
8.27(w) x 10.36(h) x 0.87(d)

Table of Contents

1Introduction to Global Marketing1
2The Global Economic Environment29
3Regional Market Characteristics54
4Social and Cultural Environments82
5The Political, Legal, and Regulatory Environments110
6The Global Financial Environment and Foreign Exchange Decisions133
7Global Marketing Information Systems and Research152
8Going Global: Segmentation, Targeting, and Sourcing Decisions175
9Sourcing Strategies: Exporting and Importing196
10Global Market Entry Strategies: Licensing, Joint Ventures, and Ownership223
11Cooperative Strategies and Global Strategic Partnerships239
12Strategic Elements of Competitive Advantage255
13Product Decisions279
14Pricing Decisions306
15Global Marketing Channels and Physical Distribution328
16Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion, and Personal Selling348
17Leading, Organizing, and Controlling the Global Marketing Effort376
18The Future of Global Marketing397
Author/Name Index407
Subject/Company Index409

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