Warren J. Keegan Primary Author mixed material bibliography 2002 en English

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xxv, 617 p. ill. 26 cm This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing. Global Marketing 658.8 130615064 PUSTAKA LABORA Open Source Library Management System 658.8 A000035 My Library (Lantai 2) 658.8 KEE g 35.jpg.jpg 366 2024-03-27 10:24:59 2025-10-14 14:02:21 machine generated