Global Marketing Management / Edition 8

by Warren Keegan

Overview

The leading MBA text in international marketing–with comprehensive cases.

This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.

Product Details

ISBN-13:	9780136157397
Publisher:	Pearson Education
Publication date:	04/15/2013
Edition description:	New Edition
Pages:	480
Product dimensions:	7.70(w) x 10.00(h) x 1.30(d)

Table of Contents

I. Introduction and Overview
1. Introduction to Global Marketing

II. The Global Marketing Environment
2. The Global Economic Environment
3. The Political, Legal, and Regulatory Environments of Global Marketing
4. The Global Cultural Environment

III. Analyzing and Targeting Global Market Opportunities
5. Global Customers
6. Global Marketing Information Systems and Research
7. Segmentation, Targeting, and Positioning

IV. Global Marketing Strategy
8. Global Entry and Expansion Strategies
9. Competitive Analysis and Strategy

V. Creating Global Marketing Programs
10. Product Decisions
11. Pricing Decisions
12. Global Marketing Channels
13. Global Integrated Marketing Communications

VI. Managing the Global Marketing Program
14. Global Organization and Leadership: Managing the Global Marketing Effort
15. Global Corporate Social Responsibility and Environmental Sustainability
16. The Future of Global Marketing

Editorial Reviews

An MBA-level text and reference on international marketing. It covers the major dimensions of the environment of global marketing<-- >economic, social, and cultural, and political, legal, and regulatory<-->as well as strategies for analyzing and targeting market opportunities; the global marketing mix of product, pricing, place, and promotions decisions, including e-marketing; and implementing a marketing program. Keegan teaches business at Pace U. in New York and Cranfield U., UK. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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