書誌事項

Global marketing

Warren J. Keegan, Mark C. Green

Pearson, c2013

7th ed

  • : pbk

大学図書館所蔵 件 / 5

この図書・雑誌をさがす

注記

Includes indexes

内容説明・目次

内容説明

The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The seventh edition examines the effect of the global financial crisis on global marketing strategy.

目次

Part 1: Introduction Chapter 1: Introduction to Global Marketing Part 2: The Global Marketing Environment Chapter 2: The Global Economic Environment Chapter 3: The Global Trade Environment Chapter 4: Social and Cultural Environments Chapter 5: The Political, Legal, and Regulatory Environments Part 3: Approaching Global Markets Chapter 6: Global Information Systems and Market Research Chapter 7: Segmentation, Targeting, and Positioning Chapter 8: Importing, Exporting, and Sourcing Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Part 4: The Global Marketing Mix Chapter 10: Brand and Product Decisions in Global Marketing Chapter 11: Pricing Decisions Chapter 12: Global Marketing Channels and Physical Distribution Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication Chapter 15: Global Marketing and the Digital Revolution Part 5: Strategy and Leadership in the Twenty-First Century Chapter 16: Strategic Elements of Competitive Advantage Chapter 17: Leadership, Organization, and Corporate Social Responsibility

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詳細情報

  • NII書誌ID(NCID)
    BB09965506
  • ISBN
    • 9780132719155
  • LCCN
    2011043720
  • 出版国コード
    us
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    Boston
  • ページ数/冊数
    xxiii, 568 p.
  • 大きさ
    28 cm
  • 分類
  • 件名
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