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Keegan, Warren J.

Global marketing management / Warren J. Keegan. - Upper Saddle River, N.J. : Prentice Hall, 2002. - xxv, 617 pages : illustration ; 27 cm.

Includes bibliographical references and index.

Introduction and Overview -- Introduction to Global Marketing -- The Global Marketing Environment -- The Global Economic Environment -- Social and Cultural Environment -- The Political, Legal, and Regulatory Environments of Global Marketing -- Analyzing and Targeting Global Market Opportunities -- Global Customers -- Global Marketing Information Systems and Research -- Segmentation, Targeting, and Positioning -- Global Marketing Strategy -- Entry and Expansion Strategies: Marketing and Sourcing -- Cooperative Strategies and Global Strategic Partnerships -- Competitive Analysis and Strategy -- Creating Global Marketing Programs -- Product Decisions -- Pricing Decisions -- Global Marketing Channels and Physical Distribution -- Global Advertising -- Global Promotion: Public Relations, Personal Selling, Sales Promotion, Direct Marketing, Trade Shows, and Sponsorship -- Global e.marketing -- Managing the Global Marketing Program -- Leading, Organizing, and Monitoring the Global Marketing Effort -- The Future of Global Marketing. Global Income and Population 2000 and Projections to 2010 and 2020. Pt. I. Ch. 1. Pt. II. Ch. 2. Ch. 3. Ch. 4. Pt. III. Ch. 5. Ch. 6. Ch. 7. Pt. IV. Ch. 8. Ch. 9. Ch. 10. Pt. V. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Pt. VI. Ch. 17. Ch. 18. App.

ISBN: 0130332712 0130607339 9780130615060

LCCN: 2001016317

Nat. Bib. No.: GBA1-59337

Subjects--Topical Terms:
Export marketing--Management.
Export marketing--Management--Case studies.

LC Class. No.: HF 1009.5 / .K26 2002

Dewey Class. No.: MkSF 658.848 / K24 2004