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Global Marketing / Edition 7
     

Global Marketing / Edition 7

by Warren J. Keegan, Mark Green
 

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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

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.

Product Details

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

Table of Contents

I. INTRODUCTION.

1. Introduction to Global Marketing.

II. THE GLOBAL MARKETING ENVIRONMENT.

2. The Global Economic Environment.
3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements.
4. Social and Cultural Environments.
5. The Political, Legal, and Regulatory Environments of Global Marketing.
6. Global Information Systems and Market Research.

III. GLOBAL STRATEGY.

7. Going Global: Segmentation, Targeting, and Positioning.
8. Sourcing Strategies: Exporting and Importing.
9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances.
10. Strategic Elements of Competitive Advantage.

IV. THE GLOBAL MARKETING MIX.

11. Product and Brand Decisions.
12. Pricing Decisions.
13. Global Marketing Channels and Physical Distribution.
14. Global Marketing Communications Decisions I: Advertising and Public Relations.
15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media.

V. MANAGING THE GLOBAL MARKETING EFFORT.

16. Leading, Organizing, and Controlling the Global Marketing Effort.
Glossary.
Author/Name Index.
Subject/Company Index.

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