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Globalmarketingsummary chapters 1 2 4 7 9 10 11 global. For courses in international marketing and global marketing. Sales promotion, personal selling, and special forms of marketing communication. A european perspective financial timesprentice hall, 2001, marketing plans that work. A universal discipline 25 the marketing concept 25 the three principles of marketing 28 customervalue and the value equation 28 competitive or differential advantage 29 focus 29 global marketing. What it is and what it is not 29 the standardization debate 30 globalization and global marketing 34 management orientations 37. Differing from international marketing, global marketing is a subcategory of international marketing with special importance in. Global marketing channels and physical distribution.
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Keegan lubin graduate school of business pace universitynew york city and westchester, new york mark c. Keegan is distinguished professor of marketing and international business and director of the institute for global business strategy at the lubin school of business, pace university, new york city and westchester. Green and a great selection of related books, art and collectibles available now at. Choose from 500 different sets of keegan international marketing flashcards on quizlet. Global marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4ps to global marketing the seventh edition examines the effect of the global financial crisis on global marketing strategy. Keegan s global marketing management, seventh edition, is an impressive revision of the classic work on global marketing and is without question the worlds leading textbook for students and reference for business executives on international and global marketing.
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