Global Marketing Management, 8e
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.
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Global Marketing Management, 8e
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 :
I. Introduction and Overview
Introduction to Global Marketing
II. The Global Marketing Environment
The Global Economic Environment
The Political, Legal and Regulatory Environments of Global Marketing
The Global Cultural Environment
III. Analysing and Targeting Global Market Opportunities
Global Customers
Global Marketing Information Systems and Research
Segmentation, Targeting and Positioning
IV. Global Marketing Strategy
Global Entry and Expansion Strategies
Competitive Analysis and Strategy
V. Creating Global Marketing Programs
Product Decisions
Pricing Decisions
Global Marketing Channels
Global Integrated Marketing Communications
VI. Managing the Global Marketing Program
Global Organization and Leadership: Managing the Global Marketing Effort
The Future of Global Marketing
| Book | |
|---|---|
| Author | Keegan |
| Pages | 560 |
| Year | 2017 |
| ISBN | 9789332584327 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 8/e |
| Weight | 300 g |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |