TY  - BOOK
AU  - Green,Mark C.
AU  - Keegan,Warren J.
TI  - Global marketing
T2  - Global edition
SN  - 9781292304021
U1  - 658.8 22
PY  - 2020///
CY  - Harlow, United Kingdom
PB  - Pearson Educación
KW  - Mercadeo
KW  - Mercado de exportación
KW  - Sistemas de información
KW  - Canales de comercialización
N1  - Incluye referencias bibliográficas; Chapter 1. Introduction to global marketing --; Chapter 2. The global economic environment --; Chapter 3. The global trade environment --; Chapter 4. Social and cultural environments --; Chapter 5. The political, legal, and regulatory environments --; Chapter 6. Global information systems and market research --; Chapter 7. Segmentation, targeting, and positioning --; Chapter 8. Importing, exporting, and sourcing --; Chapter 9. Global market-entry strategies: licensing, investment, and strategic alliances --; Chapter 10. Brand and product decisions in global marketing --; Chapter 11. Pricing decisions --; Chapter 12. Global marketing channels and physical distribution --; Chapter 13. Global marketing communications decisions I --; Chapter 14. Global marketing communications decisions II --; Chapter 15. Global marketing and the digital revolution --; Chapter 16. Strategic elements of competitive advantage --; Chapter 17. Leadership, organization, and corporate social responsibility; Acceso en línea, autorizado para usuarios eBooks 7-24
N2  - We are proud that this Tenth Edition of Global Marketing marks more than two decades of ublicationsuccess. In this new edition, as in prior editions, we take an environmental and strategicapproach to global marketing by outlining the major dimensions of the global business nvironment.We also provide a set of conceptual and analytical tools that prepare students to successfullyapply the 4Ps when pursuing careers in global marketing or related areas
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