Detalles del Título
Detalles del Título

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Título Global Marketing. - 7a.ed.Libros / Impreso - Libros
Autor(es) Keegan, Warren J (Autor)
Green, Mark C (Autor)
Yagan, Sally (Editor)
Publicación United States of America : Pearson Education, S.A., 2013
Descripción Física xxiii, 568 páginas : ilustraciones a color, tablas y gráficos
Idioma Inglés;
ISBN 9780132719155
Clasificación(es) 658.8
Materia(s) ADMINISTRACION DE MERCADEO; ADMINISTRACION DE MERCADEO - CASOS; ADMINISTRACION DE MERCADEO - INVESTIGACIONES; PROMOCION DE EXPORTACIONES; MERCADO DE EXPORTACION; DIRECCION Y ADMINISTRACION;
Nota(s) Contenido: The Global Marketing Environment. -- The Global Economic Environment. -- The Global Trade Environment. -- Social and Cultural Environments. -- The Political, Legal, and Regulatory Environments. Approaching Global Markets. -- Global Information Systems and Market Research. -- Segmentation, Targeting, and Positioning. -- Importing, Exporting, and Sourcing. -- Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances. The Global Marketing Mix. -- 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. Strategy and Leadership in the Twenty-First Century. -- Strategic Elements of Competitive Advantage. -- Leadership, Organization, and Corporate Social Responsibility.
Incluye: Notes Footer, brief contents, glossary, appendix, author / name index and subject / organization index
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Disponibilidad
CodBarras Localización Estante Signatura Estado Categoría
CR200021878Biblioteca Sede DuitamaDUITAMA Piso 2 (Ciencia y Tecnología)CR 658.8 K26 7a.ed.DisponiblePrest Restr