Warren J. Keegan is Distinguished Professor of Marketing and International Business and Director of the Institute for Global Business Strategy at the Lubin School of Business, Pace University, New York City and Westchester. 

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. The Future of Global Marketing


 

New to the Eighth Edition:


Integrated discussion of Internet marketing throughout the book


Intensified focus on culture's influence on marketing communications both from the customer's and manager's perspective


New chapter-Global Social and Environmental Responsibility


Latest research and theory from the leading academic and business publications


Illustrative stories adapted from current business management press


Experiential exercises that require students to apply concepts presented in the chapter to realistic business situations


Chapter-at-a-glance outline for easy identification of the chapter structure and main topics


Completely revised and updated lecture slides that include access to websites and other relevant multimedia sources and teaching aids