Global Marketing Management / Edition 5

Global Marketing Management / Edition 5

3.0 1
by Warren J. Keegan
     
 

Global Marketing Management, Sixth Edition, continues to be one of the most widely used graduate-level case texts in international marketing and a popular reference for practitioners as well. This edition focuses on the opportunities and challenges of global markets and on the threat of global competition across a broad spectrum of industries. See more details below

Overview

Global Marketing Management, Sixth Edition, continues to be one of the most widely used graduate-level case texts in international marketing and a popular reference for practitioners as well. This edition focuses on the opportunities and challenges of global markets and on the threat of global competition across a broad spectrum of industries.

Product Details

ISBN-13:
9780133591347
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
02/28/1995
Edition description:
Older Edition
Pages:
752
Product dimensions:
7.29(w) x 9.47(h) x 1.42(d)

Meet the Author

Table of Contents

Preface
About the Author
Pt. IIntroduction and overview1
Ch. 1Introduction to Global Marketing1
AppThe 18 Guiding Principles of the Marketing Company27
Pt. IIThe Global Marketing Environment37
Ch. 2The Global Economic Environment37
Ch. 3Social and Cultural Environments58
Ch. 4The Political, Legal, and Regulatory Environments of Global Marketing86
Pt. IIIAnalyzing and Targeting Global Market Opportunities135
Ch. 5Global Markets and Buyers135
Ch. 6Global Marketing Information Systems and Research170
Ch. 7Segmentation, Targeting, and Positioning197
Pt. IVGlobal Marketing Strategy251
Ch. 8Sourcing: Exporting and Importing251
Ch. 9Global Marketing Strategy: Entry and Expansion287
Ch. 10Competitive Analysis and Strategy307
Ch. 11Cooperative Strategies and Global Strategic Partnerships334
Pt. VCreating Global Marketing Programs379
Ch. 12Product Decisions379
Ch. 13Pricing Decisions408
Ch. 14Global Marketing Channels and Physical Distribution435
Ch. 15Global Advertising457
Ch. 16Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet477
Pt. VIManaging the Global Marketing Program543
Ch. 17Leading, Organizing, and Controlling the Global Marketing Effort543
Ch. 18The Future of Global Marketing567
AppGlobal Income and Population 1997 and Projections to 2000 and 2010587
Name Index627
Subject Index631

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >