Global Marketing Management / by Warren J. Keegan, Elyse Arnow Brill and Gautam Dutta
By: Keegan, Warren J.
Contributor(s): Brill, Elyse Arnow | Dutta, Gautam.
Material type:
TextPublisher: New Delhi : Prentice-Hall of India Private Limited, 2017.Edition: 8th ed.Description: xxviii, 476p. 25.5 cm.ISBN: 9789332584327.Subject(s): COMMERCE | MANAGEMENT | MARKETING | INTERNATIONAL MARKETINGDDC classification: 658.8 | Item type | Current library | Call number | Status | Date due | Barcode |
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Books
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HCC Central Library General Stacks | 658.8 KEG (Browse shelf(Opens below)) | Available | 15745 |
Includes index
Pt I: Introduction and Overview Ch 1-Introduction to Global Marketing Pt II: The Global Marketing Environment Ch 2- The Global Economic Environment Ch 3- The Political, Legal, and Regulatory Environments of Global Marketing Ch 4- The Global Cultural Environment Pt III: Analyzing and Targeting Global Market Opportunities Ch 5- Global Customers Ch 6- Global Marketing Information Systems and Research Ch 7- Segmentation, Targeting and Positioning Pt IV: Global Marketing Strategy Ch 8- Global Entry and Expansion Strategies Ch 9- Competitive Analysis and Strategy Pt V: Creating Global Marketing Programs Ch 10- Product Decisions Ch 11- Pricing Decisions Ch 12- Global Marketing Channels Ch 13- Global Integrated Marketing Communications Pt VI: Managing The Global Marketing Program Ch 14- Global Organization and Leadership: Managing the Global Marketing Effort Ch 15- The Future of Global Marketing
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