000			00651nam a22002297a 4500
003			PE-LiUTP
005			20220628111503.0
008			220628t2020 uk ||||| |||| 00| 0 eng d
020			_a9781292304021
020			_a1292304022
040			_aUTP _bspa _cUTP
082			_221 _a658.84 _bG81
100			_924639 _aGreen, Marck C. _eautor.
245			_aGlobal marketing _cMarck C. Green, Warren J. Keegan.
250			_aDécima edición.
260			_aHarlow _bPearson _c2020
300			_a627 páginas.
650			_942 _aMarketing
650			_91519 _aMarketing de exportación
700			_91518 _aKeegan, Warren J. _eautor
942			_2ddc _cLIBR _kU-00521
999			_c35646 _d35646
505			_aIntroduction to Global Marketing – The Global Economic Environment – The global trade environment – Social and Cultural enviroments – The political, legal and regulatory environments – Global information systems and market research – Segmentation, targeting, and positioning – Importing, exporting and sourcing – Global market-Entry strategies: licensing, investment, and strategic alliances – Brand and product decisions in global marketing – Pricing decisions – Global marketing channels and physical distribution – Global marketing communications decisions I -- Global marketing communications decisions II – Global marketing and the digital revolution – Strategic elements of competitive advantage – Leadship, organization, and corporate and social responsibility.