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

Global Marketing Management

Global Marketing Management

  • Warren J. Keegan
  • Author: Warren J. Keegan
    • ISBN:9789332584327
    • 10 Digit ISBN:933258432X
    • Price:Rs. 890.00
    • Pages:504
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available

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     Global Marketing Management, Eighth Edition, presents the latest developments in global marketing within the context of the whole organization, making internal and external connections where appropriate for a deeper understanding of global business from a managerial point of view.

    Table of Content

    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

    Salient Features

    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