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Author Gillespie, Kate.

Title Global marketing / Kate Gillespie, Jean-Pierre Jeannett, H. David Hennessey.

Imprint Boston : Houghton Mifflin Co., 2007.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.84 G412g 2007    ---  Available
Edition 2nd ed.
Description xviii, 618 pages : illustrations ; 26 cm
text txt rdacontent
unmediated n rdamedia
volume nc rdacarrier
Bibliography Includes bibliographical references and indexes.
Contents Understanding the global marketing environment -- The global economy -- Cultural and social forces -- Political and regulatory climate -- Analyzing global opportunities -- Global markets -- Global competitors -- Global marketing research -- Developing global participation strategies -- Global market participation -- Global market entry strategies -- Designing global marketing programs -- Global product strategies -- Global strategies for services, brands, and social marketing -- Pricing for international and global markets -- Managing global distribution channels -- Global promotion strategies -- Managing global advertising -- Managing the global marketing effort -- Organizing for global marketing.
Subject Export marketing.
Export marketing -- Management.
Export marketing. (OCoLC)fst00918703
Export marketing -- Management. (OCoLC)fst00918717
Internationales Marketing (DE-588)4125431-4
Added Author Jeannet, Jean-Pierre.
Hennessey, Hubert D.
ISBN 0618731474 (instructor's exam copy)
9780618731473 (instructor's exam copy)
0618659536 (main student text)
9780618659531 (main student text)

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