Global Marketing Management / Edition 8

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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.

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Editorial Reviews

Booknews
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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Product Details

  • ISBN-13: 9780136157397
  • Publisher: Prentice Hall
  • Publication date: 4/30/2013
  • Edition description: New Edition
  • Edition number: 8
  • Pages: 480
  • Sales rank: 472,107
  • Product dimensions: 7.70 (w) x 10.00 (h) x 1.30 (d)

Meet the Author

Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia's leading marketing consulting firm. Dr. Keegan is Chairman of the Markplus Global Institute-Singapore.

He wrote the first multinational marketing textbook and is one of the world's leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics.

His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board.

Dr. Keegan is the author or co-author of many books, including Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butterworth Heinemann, 1997), Global Marketing (2nd ed., Prentice Hall, 2000), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions,1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business.

Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm.

He is a Lifetime Fellow of the Academy of International Business; Individual Eminent Person (IEP) appointed by Asian Global Business Leaders Society (other awardees include Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt); listed in Marquis Who's Who in America, 55th and earlier editions; member of the International Advisory Board of École des Hautes Études Commerciales (HEC)Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is a former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), Inter-Ad, Inc., American Thermal Corporation, Inc., Halfway Houses of Westchester, Inc., Wainwright House, and The Rye Arts Center.

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Read an Excerpt

Global Marketing Management, Seventh Edition, traces its ancestry to Multinational Marketing Management, a book that broke new ground in the field of international marketing when it was published in 1974. The first edition departed from the traditional export trade focus in the field of international marketing and adopted a strategic approach that reflected the growing importance of multinational corporations, the latest findings of research, and the most advanced experience of practitioners. The book combined text with classroom tested graduate-level cases and was an immediate worldwide success. The objective of each revision has been to not only reflect current practice but to anticipate the direction of development of the field and maintain the book's authoritative position as the leading MBA graduate-level and reference text for practitioners of international marketing.

This revision continues the path-breaking tradition of this book. Every chapter has been completely revised and updated, and a new chapter on global e.marketing has been added. Also included is the completely updated "Global Income and Population for 2000 and Projections to 2010 and 2020" in the Appendix. There are four new cases, and two of the cases that were retained from the previous edition have been revised and updated.

The seventh edition is the most exciting revision in the book's history. Perhaps most significantly, for the first time in modern history, even large population, low-income countries such as China and India appear to have achieved the ability to maintain sustained development and growth that will, if continued, transform these countries from low- or lower-middle to high-income countries. In the meantime, companies in the high-income countries have begun to recognize that they now face formidable competitive challenges from companies located in countries at every stage of development.

World economic integration has proceeded to advance both in the multilateral framework of the World Trade Organization and in regional economic agreements such as NAFTA (The North American Free Trade Agreement) and the EU (European Union). NAFTA links the United States, Canada, and Mexico in a program of economic integration; the EU links the 15 countries of Western Europe; and the member countries of both of these regional agreements are actively exploring expanding the membership of these agreements to other countries in the region: Central and Eastern Europe for the EU, and Central and South America for NAFTA. The two Koreas continue to meet, and the economic linkages in the Pacific basin continue to expand.

The book is organized into six parts: Part I is an introduction to global marketing. Part II covers the major dimensions of the environment of global marketing: economic; social and cultural; and political, legal, and regulatory. Part III is devoted to analyzing and targeting global market opportunities. Part IV focuses on global marketing strategy, and Part V,"Creating Global Marketing Programs," covers the global marketing mix of product, pricing, place, and promotion decisions, and how e.marketing can be integrated into the marketing mix. Part VI, "Managing the Global Marketing Program," concludes the book with a focus on implementation. It addresses the tasks of leading, organizing, and monitoring the global strategy; the future of global marketing; and careers in global marketing.

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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

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Preface

Global Marketing Management, Seventh Edition, traces its ancestry to Multinational Marketing Management, a book that broke new ground in the field of international marketing when it was published in 1974. The first edition departed from the traditional export trade focus in the field of international marketing and adopted a strategic approach that reflected the growing importance of multinational corporations, the latest findings of research, and the most advanced experience of practitioners. The book combined text with classroom tested graduate-level cases and was an immediate worldwide success. The objective of each revision has been to not only reflect current practice but to anticipate the direction of development of the field and maintain the book's authoritative position as the leading MBA graduate-level and reference text for practitioners of international marketing.

This revision continues the path-breaking tradition of this book. Every chapter has been completely revised and updated, and a new chapter on global e.marketing has been added. Also included is the completely updated "Global Income and Population for 2000 and Projections to 2010 and 2020" in the Appendix. There are four new cases, and two of the cases that were retained from the previous edition have been revised and updated.

The seventh edition is the most exciting revision in the book's history. Perhaps most significantly, for the first time in modern history, even large population, low-income countries such as China and India appear to have achieved the ability to maintain sustained development and growth that will, if continued, transform these countries from low- orlower-middle to high-income countries. In the meantime, companies in the high-income countries have begun to recognize that they now face formidable competitive challenges from companies located in countries at every stage of development.

World economic integration has proceeded to advance both in the multilateral framework of the World Trade Organization and in regional economic agreements such as NAFTA (The North American Free Trade Agreement) and the EU (European Union). NAFTA links the United States, Canada, and Mexico in a program of economic integration; the EU links the 15 countries of Western Europe; and the member countries of both of these regional agreements are actively exploring expanding the membership of these agreements to other countries in the region: Central and Eastern Europe for the EU, and Central and South America for NAFTA. The two Koreas continue to meet, and the economic linkages in the Pacific basin continue to expand.

The book is organized into six parts: Part I is an introduction to global marketing. Part II covers the major dimensions of the environment of global marketing: economic; social and cultural; and political, legal, and regulatory. Part III is devoted to analyzing and targeting global market opportunities. Part IV focuses on global marketing strategy, and Part V,"Creating Global Marketing Programs," covers the global marketing mix of product, pricing, place, and promotion decisions, and how e.marketing can be integrated into the marketing mix. Part VI, "Managing the Global Marketing Program," concludes the book with a focus on implementation. It addresses the tasks of leading, organizing, and monitoring the global strategy; the future of global marketing; and careers in global marketing.

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