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.
Global Marketing Management (7th Edition)
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- SKU:
- UPC:
- 9780130332714
- Maximum Purchase:
- 3 units
- Binding:
- Paperback
- Publication Date:
- 2001-07-23
- Author:
- Warren J. Keegan
- Language:
- english
- Edition:
- 7
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Marketing Management, Global Edition
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Marketing Research (7th Edition)
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Global Marketing Management
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