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Global marketing / Warren J. Keegan, Lubin Graduate School of Business, Pace University, New York City and Westchester, New York, Mark C. Green, Department of Business Administration and Economics, Simpson College, Indianola, Iowa, Tippie College of Business, Iowa City, Iowa.

By: Keegan, Warren J.
Contributor(s): Green, Mark C.
Publisher: Boston ; New York : Pearson, 2015Edition: Eighth edition.Description: 608 p. : color ill. ; 28 cm.ISBN: 9780133545005 (pbk. : student edition); 9781292017389 (Global edition); 1292017384 (Global edition); 0133545008 (pbk. : student edition).Subject(s): MarketingDDC classification: 658.8/4
Contents:
Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions i: advertising and public relations -- Global marketing communications decisions ii: sales promotion, personal selling, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.
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ՀԱՅԱՍՏԱՆԻ ՊԵՏԱԿԱՆ ՏՆՏԵՍԱԳԻՏԱԿԱՆ ՀԱՄԱԼՍԱՐԱՆԻ ԳՐԱԴԱՐԱՆ

Գիտ. ընթերցասրահ
Non-fiction 339 G-54 Not For Loan 000027650
ՀՊՏՀ գրադարան

ՀԱՅԱՍՏԱՆԻ ՊԵՏԱԿԱՆ ՏՆՏԵՍԱԳԻՏԱԿԱՆ ՀԱՄԱԼՍԱՐԱՆԻ ԳՐԱԴԱՐԱՆ

Գրապահոց
Non-fiction 339 G-54 Not For Loan 000027368
ՀՊՏՀ գրադարան

ՀԱՅԱՍՏԱՆԻ ՊԵՏԱԿԱՆ ՏՆՏԵՍԱԳԻՏԱԿԱՆ ՀԱՄԱԼՍԱՐԱՆԻ ԳՐԱԴԱՐԱՆ

Գրապահոց
Non-fiction 339 G-54 Not For Loan 000027369
Total holds: 0

Includes bibliographical references and indexes.

Introduction to global marketing -- The global economic environment -- The global trade environment -- Social and cultural environments -- The political, legal, and regulatory environments -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market-entry strategies: licensing, investment, and strategic alliances -- Brand and product decisions in global marketing -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions i: advertising and public relations -- Global marketing communications decisions ii: sales promotion, personal selling, and special forms of marketing communication -- Global marketing and the digital revolution -- Strategic elements of competitive advantage -- Leadership, organization, and corporate social responsibility.

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