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Global Marketing Management (7th Edition)

Warren J. Keegan

25 ratings by Goodreads
ISBN 10: 0130332712 / ISBN 13: 9780130332714
Published by Prentice Hall, 2001
Used Condition: Used: Good Soft cover
From Ergodebooks (RICHMOND, TX, U.S.A.)

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Bibliographic Details

Title: Global Marketing Management (7th Edition)

Publisher: Prentice Hall

Publication Date: 2001

Binding: Paperback

Book Condition:Used: Good

About this title

Synopsis:

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.

From the Publisher:

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.

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