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| ผู้แต่ง |
Keegan, Warren J | | ชื่อเรื่อง |
Principles of global marketing / Warren J. Keegan, MarkC. Green | | ISBN |
013-722-299-8
| | พิมพ์ลักษณ์ |
Upper Saddle River, N.J. : Prentice Hall International, c1997 | | เลขเรียก |
MK 53 | | ลักษณะทางกายภาพ |
xxi, 421 p. : col. ill | | หมายเหตุ |
Partial Contents: Part 1: Introduction
-- Introduction to global marketing
-- Part 2: The global marketing environment
-- The global economic environment
-- Regional market characteristics
--Social and cultural environments
-- The political, legal, and regulatory environments
-- The global financial environment and foreign exchange decisions
-- Global marketing information systems and research
-- Part 3: Global strategy
-- Going global : segmentation, targeting,and sourcing decisions -- Sourcing strategies : exporting and importing -- Global market entry strategies : licensing, joint ventures, and ownership -- Cooperative strategies and global strategies partnerships -- Strategicelements of competitive advantage -- Part 4: The global marketing mix -- Product decisions -- Pricing decisions --Global marketing channels and physical distribution -- Global marketing communications decisions : advertising, public relations, sales promotion, and personal selling --Leading, organizing, and controlling the global marketing effort -- The future of global marketing | | หัวเรื่อง |
Export marketing--Management | | หัวเรื่อง |
International business enterprises--Management | | ผู้แต่งร่วม |
Green, Mark C |
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