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Global Marketing Management, 7/e

Global Marketing Management, 7/e

Author(s):
  • Warren J. Keegan
    • Author: Warren J. Keegan
    • ISBN:9788131730911
    • Price: Rs. 475.00
    • Pages:700
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    Global Marketing Management, Seventh Edition, has been completely updated both cases and data with special emphasis on modern day business enterprises. A wide variety of examples from different sectors have been incorporated to make students understand the concepts. Large numbers of Indian examples have been added to make the text beneficial for the Indian students as well.

    Table of Content

    PART I. INTRODUCTION AND OVERVIEW.
    1. Introduction to Global Marketing.
    PART II. THE GLOBAL MARKETING ENVIRONMENT.
    1. The Global Economic Environment.
    2. The Social and Cultural Environment.
    3. The Political, Legal, and Regulatory Environments of Global Marketing.
    PART III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES.
    1. Global Customers.
    2. Global Marketing Information Systems and Research.
    3. Global Targeting, Segmenting and Positioning.
    PART IV. GLOBAL MARKETING STRATEGY.
    1. Entry and Expansion Strategies: Marketing and Sourcing.
    2. Cooperation and Global Strategic Partnerships.
    3. Competitive Analysis and Strategy.
    PART V. CREATING GLOBAL MARKETING PROGRAMS.
    1. Product Decisions.
    2. Pricing Decisions.
    3. Global Marketing Channels and Physical Distribution.
    4. Global Advertising.
    5. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship.
    6. Global e-marketing.
    PART VI. MANAGING THE GLOBAL MARKETING PROGRAM.
    1. Leading, Organizing, and Monitoring the Global Marketing Effort.
    2. The Future of Global Marketing.

    Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.

    Salient Features

    • NEW – examples —Growth and Expansion Through M&A—Arcelor Mittal; Asia is Warming up to Online Shopping at last and many more
    • Cases—Cover consumer, industrial, low tech and high tech, product and services marketing.
    • A unique appendix—identifies the location of global income and population and stages of development, country and region for 2000 with projections to the years 2010 and 2020.