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| ◇ Global Marketing ◇ |
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| 類別 |
Marketing |
| 定價 |
1090 元
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年份 |
2003 |
| 書碼 |
S632 |
ISBN |
0130669989 |
| 作者 |
Keegan |
譯者 |
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| 版次 |
第3版 |
裝訂 |
平裝 |
| 優惠價 |
981 元
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| 教學配件 |
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1.Test Bank 2. Powerpoint 3.Instructors Manual
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PART 1: INTRODUCTION
Chapter 1 Introduction to global marketing
PART 2 THE GLOBAL MARKETING ENVIRONMENT
Chapter 2 The global economic environment
Chapter 3 The global trade environment: regional market characteristics and preferential trade agreements
Chapter 4 Social and cultural environments
Chapter 5 The political, legal, and regulatory environments of global marketing
Chapter 6 Global information systems and market research
PART 3 GLOBAL STRATEGY
Chapter 7 Segmentation , targeting, and positioning
Chapter 8 Exporting, importing, and sourcing
Chapter 9 Global market entry strategies: licensing, investment, and strategic alliances
Chapter 10 Strategic elements of competitive advantage
PART 4 THE GLOBAL MARKETING MIX
Chapter 11 Products and brand decisions
Chapter 12 Pricing decisions
Chapter 13 Global marketing channels and physical distribution
Chapter 14 Global marketing communications decisions I: advertising and public relations
Chapter 15 Global marketing communications decisions II: sales promotion, personal selling, special forms of marketing communication, new media
PART 5 MANAGING THE GLOBAL MARKETING EFFORT
Chapter 16 Leading, organizing, and controlling the global marketing effort |
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Warren J.Keegan
Lubin Graduate School of Business
Pace University --New York City and Westchester,New York
Mark C.Green
Department of Management,Accounting and Economics
Simpson College--Indianola,Iowa |
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| 作者 Keegan |
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