Global marketing management

著者

• Keegan, Warren J.

書誌事項

Global marketing management

Warren J. Keegan

Prentice-Hall International, c1995

5th ed,Prentice-Hall international editions

注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

This edition focuses on global markets and the threat of global competition across a broad spectrum of industries. Updated contents reflect the latest research findings and practice, drawing on the insight of an advisory board of executive and consulting experts.

目次

• Introduction to global marketing
• global marketing planning
• world economic environments
• social and cultural environment
• technological, political, legal and regulatory environment
• financial framework and resources
• global marketing information systems and research
• global market segmentation and target marketing
• sourcing decisions and global production strategy
• strategy alternatives for entry and expansion - setting target market priorities
• competitor analysis and competititive strategy
• product decisions
• pricing decisions
• channel decisions
• promotion decisions
• exporting and importing
• leading, organizing and controlling the global marketing effort
• the future of global marketing.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA28285782
• ISBN:
  • 0132971860
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: xix, 828 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF1416
  • DC20 : 658.8/48
• 件名:
  • LCSH : Export marketing -- Management
  • LCSH : Export marketing -- Management -- Case studies