Global marketing [printed text] / Warren J. Keegan ; Mark C. Green  . -  3rd ed. . - Upper Saddle River, N.J. : Prentice Hall, 2003 . - xix, 666 p. : ill. (some col.), col. maps ; 26 cm.
ISBN : 978-0-13-066998-8
This text aims to draw students into the discipline, challenges, and controversies of global marketing. Each chapter begins with a vignette and ends with one or more discussion cases; these are devoted to high-profile, real-world companies, products/brands, and issues.

Class number:	658.848
Abstract:
Contents note:	Part 1 - Introduction to Global Marketing Part 2 - The Global Economic Environment, The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements, Social and Cultural Environments, The Political, Legal and Regulatory Environments of Global Marketing, Global Information Systems and Market Research Part 3- Global Srategy Segmentation, Targeting and Positioning, Exporting, Importing and Sourcing, Global Market Entry Strategies: Licensing, Investment and Strategic Alliances, Strategic: elements of competitive Advantage. Part 4 - The Global Marketing Mix - Product Brand Decisions, Pricing Decisions, Global Marketing Channels and Physical Distribution, Global Marketing Communications Decisions 1: Advertising and Public Realtions, Global Masrketing Communications Decisions 11: Sales Promotion, Personal Selling, Special Forms of Marketing communication, New Media Part 4 - Managing the Global Marketing Effort - Leading, Organizing and Contyrolling the Global Marketing Effort.