Global Marketing Management / Edition 6

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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.
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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 (
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Product Details

  • ISBN-13: 9780139030239
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 10/9/1998
  • Series: Prentice Hall Series in Marketing
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 656
  • Product dimensions: 8.27 (w) x 10.35 (h) x 1.17 (d)

Table of Contents

About the Author
Pt. I Introduction and overview 1
Ch. 1 Introduction to Global Marketing 1
App The 18 Guiding Principles of the Marketing Company 27
Pt. II The Global Marketing Environment 37
Ch. 2 The Global Economic Environment 37
Ch. 3 Social and Cultural Environments 58
Ch. 4 The Political, Legal, and Regulatory Environments of Global Marketing 86
Pt. III Analyzing and Targeting Global Market Opportunities 135
Ch. 5 Global Markets and Buyers 135
Ch. 6 Global Marketing Information Systems and Research 170
Ch. 7 Segmentation, Targeting, and Positioning 197
Pt. IV Global Marketing Strategy 251
Ch. 8 Sourcing: Exporting and Importing 251
Ch. 9 Global Marketing Strategy: Entry and Expansion 287
Ch. 10 Competitive Analysis and Strategy 307
Ch. 11 Cooperative Strategies and Global Strategic Partnerships 334
Pt. V Creating Global Marketing Programs 379
Ch. 12 Product Decisions 379
Ch. 13 Pricing Decisions 408
Ch. 14 Global Marketing Channels and Physical Distribution 435
Ch. 15 Global Advertising 457
Ch. 16 Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet 477
Pt. VI Managing the Global Marketing Program 543
Ch. 17 Leading, Organizing, and Controlling the Global Marketing Effort 543
Ch. 18 The Future of Global Marketing 567
App Global Income and Population 1997 and Projections to 2000 and 2010 587
Name Index 627
Subject Index 631
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