Global marketing management
著者
書誌事項
Global marketing management
Pearson Education, c2014
8th ed
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注記
"International edition"--Cover
Including bibliographical references and indexes
"Authorized adaptation from the United States edition, entitled Global marketing management, 8th edition, ISBN 978-0-136-15739-7, by Warren J. Keegan, published by Pearson Education c2014."--T.p. verso
内容説明・目次
内容説明
For courses in International Marketing and Global Marketing.
This is the leading MBA text in international marketing-with comprehensive cases.
目次
Chapter 1 IntroductIon to Global Marketing
Chapter 2 The Global Economic Environment
Chapter 3 The Political, Legal, and Regulatory Environments Of Global Marketing
Chapter 4 The Global Cultural EnvIronment
Chapter 5 Global Customers
Chapter 6 Global Marketing Information Systems and Research
Chapter 7 Segmentation, Targeting, and Positioning
Chapter 8 Global Entry and Expansion Strategies
Chapter 9 Competitive Analysis and Strategy
Chapter 10 Product Decisions
Chapter 11 Pricing Decisions
Chapter 12 Global Marketing Channels
Chapter 13 Global Integrate Marketing Communications
Chapter 14 Global Organization and Leadership: Managing the Global Marketing Effort
Chapter 15 Global Corporate Social Responsibility and Environmental Sustainability
Chapter 16 The Future of Global Marketing
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