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Titre : | Global marketing |
Auteurs : | Warren J. Keegan, Auteur ; Mark C. Green, Auteur |
Type de document : | texte imprimé |
Mention d'édition : | 8th edition, global edition |
Editeur : | Boston, Mass. : Pearson, cop. 2015 |
ISBN/ISSN/EAN : | 978-1-292-01738-9 |
Format : | 1 vol. (608 p.) / ill. en coul., couv. ill. / 28 cm |
Langues: | Français |
Résumé : | 01. Introduction to Global Marketing 02. The Global Economic Environment 03. The Global Trade Environment 04. Social and Cultural Environments 05. The Political, Legal, and Regulatory Environments of Global Marketing ¬ 06. Global Information Systems and Market Research 07. Segmentation, Targeting, and Positioning 08. Importing, Exporting, and Sourcing 09. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances 10. Product and Brand Decisions 11. Pricing Decisions 12. Global Marketing Channels and Physical Distribution 13. Global Marketing Communications Decisions I: Advertising and Public Relations 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media 15. Global Marketing and the Digital Revolution 16. Strategic Elements of Competitive Advantage 17. Leadership, Organization, and Corporate Social Responsibility |
Exemplaires (2)
Code-barres | Cote | Support | Localisation | Section | Disponibilité |
---|---|---|---|---|---|
SEG017855 | mk00468 | Livre | Magasin des Ouvrages | Marketing | Consultation sur place Disponible |
SEG018020 | mk00469 | Livre | Magasin des Ouvrages | Marketing | Disponible |