Global marketing management / Warren J. Keegan.
Material type: TextSeries: Prentice-Hall series in marketingPublication details: Englewood Cliffs, N.J. : Prentice Hall, c1989.Edition: 4th edDescription: xvi, 783 p. : ill. ; 25 cmISBN:- 0133572609
- 9780133572452
- 0133572455
- 23 658.84 WA GL
- HF1009.5 .K39 1989
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Books | Bahrain BAS-MKT | Business Studies | 658.84 WA GL (Browse shelf(Opens below)) | Available | 3000000864 |
Rev. ed. of: Multinational marketing management. 3rd ed. c1984.
Includes bibliographical references and indexes.
Marketing: A Universal Discipline -- The Three Principles of Marketing -- Global Marketing: What It Is and What It Is Not -- The Importance of Global Marketing -- Management Orientations -- Driving and Restraining Forces Affecting Global Integration and Global Marketing -- The 18 Guiding Principles of the Marketing Company -- Which Company Is Transnational? -- The Global Marketing Environment -- The Global Economic Environment -- The World Economy--An Overview -- Economic Systems -- Stages of Market Development -- Stages of Economic Development -- Income and Purchasing Power Parity Around the Globe -- The Location of Population -- Marketing and Economic Development -- Balance of Payments -- Trade Patterns -- International Trade Alliances -- The World Trade Organization and GATT -- Regional Economic Organizations -- Social and Cultural Environment -- Basic Aspects of Society and Culture -- Analytical Approaches to Cultural Factors -- Social and Cultural Environments: Impact on Marketing Industrial Products -- Social and Cultural Environments: Impact on Marketing Consumer Products -- Cross-Cultural Complications and Suggested Solutions -- The Political, Legal, and Regulatory Environments of Global Marketing -- The Political Environment -- International Law -- Sidestepping Legal Problems: Important Business Issues -- Conflict Resolution, Dispute Settlement, and Litigation -- The Regulatory Environment -- Ethical Issues -- Euro Disney (A) -- Euro Disney (B) -- Coca-Cola: Universal Appeal? -- The Education of an Expat.
"In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan's text stands out from the crowd." ― Professor Bodo B. Schlegelmilch, Editor, Journal of International Marketing Chair of International Marketing and Management, Vienna University of Economics and Business Administration
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