Global Marketing / Edition 7

Global Marketing / Edition 7

by Warren J. Keegan, Mark Green
     
 

ISBN-10: 0132719150

ISBN-13: 9780132719155

Pub. Date: 02/03/2012

Publisher: Prentice Hall

Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the…  See more details below

Overview

Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment.

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Product Details

ISBN-13:
9780132719155
Publisher:
Prentice Hall
Publication date:
02/03/2012
Pages:
592
Sales rank:
760,725
Product dimensions:
8.50(w) x 10.80(h) x 1.00(d)

Table of Contents

Ch. 1Introduction to global marketing1
Ch. 2Global economic environment45
Ch. 3The global trade environment : regional market characteristics and preferential trade agreements81
Ch. 4Social and cultural environments117
Ch. 5The political, legal, and regulatory environments of global marketing151
Ch. 6Global information systems and market research189
Ch. 7Segmentation, targeting, and positioning225
Ch. 8Importing, exporting, and sourcing262
Ch. 9Global market entry strategies : licensing, investment, and strategic alliances293
Ch. 10Product and brand decisions328
Ch. 11Pricing decisions364
Ch. 12Global marketing channels and physical distribution401
Ch. 13Global marketing communications decisions I : advertising and public relations435
Ch. 14Global marketing communications decisions II : sales promotion, personal selling, special forms of marketing communication471
Ch. 15Strategic elements of competitive advantage502
Ch. 16Leading, organizing, and controlling the global marketing effort530
Ch. 17The digital revolution and the global electronic marketplace561

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