Global Marketing Management | Eighth Edition

Author:

Warren J Keegan

Publisher:

PEARSON INDIA EDUCATION SERVICES PRIVATE LIMITED

Rs474 Rs729 35% OFF

Availability: Available

    

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Publisher

PEARSON INDIA EDUCATION SERVICES PRIVATE LIMITED

Publication Year 2017
ISBN-13

9789332584327

ISBN-10 933258432X
Binding

Paperback

Edition Eighth
Number of Pages 560 Pages
Language (English)
Weight (grms) 770

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.
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
Table of Contents. 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. Analysing 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

Warren J Keegan

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.
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