Higher Ed. and Vocational >> Business and Economics >> Marketing >> International Marketing


Global Marketing, 4/e

Global Marketing, 4/e

Author(s):
  • Warren J. Keegan
  • Mark C. Green
    • Author: Warren J. Keegan
    • ISBN:9788131719510
    • Price: Rs. 585.00
    • Pages:666
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Free Shipping by VRVBookshop
    Ratings:

    Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing. Its paperback format gives adopters flexibility while ensuring the total cost to students is reasonable. The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases (50% new!), and new coverage including more on global digital marketing (Ch 17) and CRM (Ch 6).

    Table of Content

    PART I: INTRODUCTION.
    1. Introduction to Global Marketing.
    PART II: THE GLOBAL MARKETING ENVIRONMENT.
    1. The Global Economic Environment.
    2. The Global Trade Environment.
    3. Social and Cultural Environments.
    4. The Political, Legal, and Regulatory Environments of Global Marketing.
    PART III: APPROACHING GLOBAL MARKETS.
    1. Global Information Systems and Market Research.
    2. Segmentation, Targeting, and Positioning.
    3. Importing, Exporting, and Sourcing.
    4. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances.
    PART IV: THE GLOBAL MARKETING MIX.
    1. Product and Brand Decisions.
    2. Pricing Decisions.
    3. Global Marketing Channels and Physical Distribution.
    4. Global Marketing Communications Decisions I: Advertising and Public Relations.
    5. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication.
    PART V: STRATEGY AND LEADERSHIP IN THE 21st CENTURY.
    1. Global Marketing and the Digital Revolution.
    2. Strategic Elements of Competitive Advantage.
    3. Leading, Organizing, and Controlling the Global Marketing Effort.

    Salient Features

    • Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing.
    • The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases, and wide coverage including more on global digital marketing and CRM.
    • Stronger emphasis on the need to localize in emerging markets.