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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.
Buchkauf
Global Marketing Management, Warren Keegan
- Sprache
- Erscheinungsdatum
- 2001
- Einband
- (Hardcover)
Keiner hat bisher bewertet.
- Titel
- Global Marketing Management
- Sprache
- Englisch
- Autor*innen
- Warren Keegan
- Verlag
- Pearson College Div
- Erscheinungsdatum
- 2001
- Einband
- Hardcover
- Seitenzahl
- 617
- ISBN10
- 0130332712
- ISBN13
- 9780130332714
- Reihe
- Kategorien
- Schlagwörter
- Handel, USA, Marketing & PR, Fallstudien
- Beschreibung
- 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.