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Table of Contents:

• Marketing: A Universal Discipline
• The Three Principles of Marketing
• Global Marketing: What It Is and What It Is Not
• 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 Environment
• The Global Economic Environment
• The World Economy
• An Overview
• Economic Systems
• Stages of Market Development
• Stages of Economic Development
• Income and Purchasing Power Parity Around the Globe
• The Location of Population
• Marketing and Economic Development
• Balance of Payments
• Trade Patterns

• International Trade Alliances
• The World Trade Organization and GATT
• Regional Economic Organizations
• Social and Cultural Environment
• 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 Environment
• International Law
• Sidestepping Legal Problems: Important Business Issues
• Conflict Resolution, Dispute Settlement, and Litigation
• The Regulatory Environment
• Ethical Issues
• Euro Disney (A)
• Euro Disney (B)
• Coca-Cola: Universal Appeal?
• The Education of an Expat.

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Author/Creator:

Keegan, Warren J.

Languages:

English

Language Notes:

Item content: English

Main Work:

Global marketing management [by Keegan, W.J.]

Related Series:

Prentice-Hall series in marketing

Subjects:

Export marketing — Management

Export marketing — Management — Case studies

Export marketing

Genres:

Case studies

General Notes:

Includes bibliographical references and indexes.

Physical Description:

xiv, 639 pages : illustrations, maps ; 26 cm.

Call Numbers:

HF1416 .K44 1999

ISBNs:

0139030239
9780139030239

Library of Congress Control Numbers:

98023506

OCLC Numbers:

39001286