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Keegan, Warren J.

Global marketing management / Warren J. Keegan. - 4th ed. - xvi, 783 pages : illustrations ; 25 cm. - The Prentice-Hall series in marketing . - Prentice-Hall series in marketing. .

Rev. edition of: Multinational marketing management. 3rd edition c1984.

Includes bibliographical references and indexes.

-- Marketing: A Universal Discipline --The Three Principles of Marketing --Global Marketing: What It Is and What It Is No t--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 Environmen t--The Global Economic Environmen t--The World Economy--An Overview --Economic Systems --Stages of Market Developmen t--Stages of Economic Developmen t--Income and Purchasing Power Parity Around the Globe --The Location of Population --Marketing and Economic Developmen t--Balance of Payments --Trade Patterns --International Trade Alliances --The World Trade Organization and GATT --Regional Economic Organizations --Social and Cultural Environmen t--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 Environmen t--International Law --Sidestepping Legal Problems: Important Business Issues --Conflict Resolution, Dispute Settlement, and Litigation --The Regulatory Environmen t--Ethical Issues --Euro Disney (A) --Euro Disney (B) --Coca-Cola: Universal Appeal? --The Education of an Expat.

ISBN: 0133572609 9780133572605 9780133572452

Standard No.: ZBWT00184847

LCCN: 88015137

Subjects--Topical Terms:
Export marketing--Management.
Export marketing--Management--Case studies.

LC Class. No.: HF1009.5 / .K39 1989