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Global marketing management / Warren J. Keegan

Main Author Keegan, Warren J. Edition 7th ed Publication New Jersey : Prentice Hall, cop. 2002 Description XXV, 617 p. ISBN 0130332712 Abstract Índice: 1- Introduction to global marketing; 2- The global economic environment; 3- Social and cultural environment; 4- The political, legal, and regulatory environments; 5- Global customers; 6- Global marketing information systems and research; 7- Segmentation, targeting, and positioning; 8- Entry and expansion strategies: marketing and sourcing; 9- Cooperative strategies and global strategic partnerships; 10- Competitive analysis and strategy; 11- Product decisions; 12- Pricing decisions; 13- Global marketing channels and physical distribution; 14- Global advertising; 15- Global promotion: public relations, personal selling, sales promotion, direct marketing, trade shows, and sponsorship; 16- Global e.marketing; 17- Leading, organizing and monitoring the global marketing effort; 18- The future of global marketing Topical name marketing internacional CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [I] KEE 3253 Available 3253
Total holds: 0

Índice: 1- Introduction to global marketing; 2- The global economic environment; 3- Social and cultural environment; 4- The political, legal, and regulatory environments; 5- Global customers; 6- Global marketing information systems and research; 7- Segmentation, targeting, and positioning; 8- Entry and expansion strategies: marketing and sourcing; 9- Cooperative strategies and global strategic partnerships; 10- Competitive analysis and strategy; 11- Product decisions; 12- Pricing decisions; 13- Global marketing channels and physical distribution; 14- Global advertising; 15- Global promotion: public relations, personal selling, sales promotion, direct marketing, trade shows, and sponsorship; 16- Global e.marketing; 17- Leading, organizing and monitoring the global marketing effort; 18- The future of global marketing

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