Global Marketing Management
Autores
Más información sobre el libro
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.
Publicación
Compra de libros
Global Marketing Management, Warren Keegan
- Idioma
- Publicado en
- 2001
- Encuadernación
- (Tapa dura),
- Estado del libro
- Bueno
- Precio
- 6,89 €
Métodos de pago
Nadie lo ha calificado todavía.
- Título
- Global Marketing Management
- Idioma
- Inglés
- Autores
- Warren Keegan
- Editorial
- Pearson College Div
- Publicado en
- 2001
- Formato
- Tapa dura
- Páginas
- 617
- ISBN10
- 0130332712
- ISBN13
- 9780130332714
- Serie
- Etiquetas
- Comercio
- Título original
- Global marketing management
- Descripción
- This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.