| LEADER 00000nam 2200000uu 4500 |
| 008 121015s1997||||th 000 0 eng d |
| 020 ^a0137222998 |
| 099 ^aMK 53 |
| 100 1 ^aKeegan, Warren J |
| 245 10 ^aPrinciples of global marketing /^cWarren J. Keegan, MarkC. Green |
| 260 ^aUpper Saddle River, N.J. :^bPrentice Hall International,^cc1997 |
| 300 ^axxi, 421 p. :^bcol. ill |
| 505 2 ^aPart 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 |
| 650 0 ^aExport marketing^xManagement |
| 650 0 ^aInternational business enterprises^xManagement |
| 700 1 ^aGreen, Mark C |
| 999 ^aกานต์พิชชา ร่วมรส |
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