Global Marketing Management

Warren J. Keegan

618 pages, parution le 01/08/2001 (7^eme édition)

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Résumé

This is a leading graduate-level case book in international marketing, as well as a popular reference book for practitioners. This Sixth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries. For anyone interested in international and global marketing.

Introduction and overview
- Introduction to Global Marketing
The global marketing environment
- The Global Economic Environment
- The Social and Cultural Environment
- The Political, Legal, and Regulatory Environments
Analyzing and targeting global market opportunities
- Global Customers
- Global Marketing Information Systems and Research
- Global Targeting, Segmenting and Positioning
Global marketing strategy
- Entry and Expansion Strategies: Marketing and Sourcing
- Cooperation and Global Strategic Partnerships
- Competitive Analysis and Strategy
Creating global marketing programs
- Product Decisions
- Pricing Decisions
- Channels and Physical Distribution
- Global Advertising
- Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship
- Global emarketing
Managing the global marketing program
- Planning, Leading, Organizing, and Monitoring the Global Marketing Effort
- The Future of Global Marketing

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Warren J. Keegan
Parution	01/08/2001
Édition	7^eme édition
Nb. de pages	618
Format	20 x 25
Couverture	Broché
Poids	1090g
Intérieur	Noir et Blanc
EAN13	9780130615060
ISBN13	978-0-13-061506-0