This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.
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The leading graduate-level case text in international marketing, as well as a popular reference for practitioners, this Fifth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.About the Author:
Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia's leading marketing consulting firm. Dr. Keegan is Chairman of the Markplus Global Institute-Singapore.
He wrote the first multinational marketing textbook and is one of the world's leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics.
His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board.
Dr. Keegan is the author or co-author of many books, including Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butterworth Heinemann, 1997), Global Marketing (2nd ed., Prentice Hall, 2000), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions,1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business.
Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm.
He is a Lifetime Fellow of the Academy of International Business; Individual Eminent Person (IEP) appointed by Asian Global Business Leaders Society (other awardees include Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt); listed in Marquis Who's Who in America, 55th and earlier editions; member of the International Advisory Board of École des Hautes Études Commerciales (HEC)Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is a former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), Inter-Ad, Inc., American Thermal Corporation, Inc., Halfway Houses of Westchester, Inc., Wainwright House, and The Rye Arts Center.
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