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Global Marketing Management (7th Edition)
Global Marketing Management (7th Edition) Warren J. Keegan 0130332712 9780130332714 This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.Spec
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Global Marketing Management (7th Edition) by Warren J. Keegan

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.

Author: Warren J. Keegan

Language: English

Edition: 7

Binding: Paperback

Pages: 617

Publisher: Pearson

Publication Date: 2001-07-23

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ISBN: 0130332712


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Warren J. Keegan (Edition: 7) Paperback


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