Universidade Europeia -

Your cart is empty.
Normal view MARC view ISBD view

Global marketing / Warren J. Keegan; Mark C. Green

Main Author Keegan, Warren J. Coauthor Green, Mark C. Edition Third Edition Publication New Jersey : Prentice Hall, cop. 2003 Description 666 p. : il. ISBN 0131224530 Abstract Índice: 1- Introduction to global marketing; 2- The global economic environment; 3- The global trade environment: regional market characteristics and preferential trade agreements; 4- Social and cultural environments; 5- The political, legal, and regulatory environments of global marketing; 6- Global information systems and market research; 7- Segmentation, targeting, and positioning; 8- Exporting, importing, and sourcing; 9- Global market entry strategies: licensing, investment, and strategic alliances; 10- Strategic elements of competitive advantage; 11- Product and brand decisions; 12- Pricing decisions; 13- Global marketing channels and physical distribution; 14- Global marketing communications decisions I: advertising and public relations; 15- Global marketing communications decisions II: sales promotion, personal selling, special forms of marketing communication, new media; 16- Leading, organizing, and controlling the global marketing effort Topical name Marketing internacional CDU 658.8
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [I] KEE 3896 Available 3896
Total holds: 0

Índice: 1- Introduction to global marketing; 2- The global economic environment; 3- The global trade environment: regional market characteristics and preferential trade agreements; 4- Social and cultural environments; 5- The political, legal, and regulatory environments of global marketing; 6- Global information systems and market research; 7- Segmentation, targeting, and positioning; 8- Exporting, importing, and sourcing; 9- Global market entry strategies: licensing, investment, and strategic alliances; 10- Strategic elements of competitive advantage; 11- Product and brand decisions; 12- Pricing decisions; 13- Global marketing channels and physical distribution; 14- Global marketing communications decisions I: advertising and public relations; 15- Global marketing communications decisions II: sales promotion, personal selling, special forms of marketing communication, new media; 16- Leading, organizing, and controlling the global marketing effort

There are no comments for this item.

Log in to your account to post a comment.