Global Marketing

Warren J. Keegan, Mark C. Green

666 pages, parution le 20/02/2004 (3^eme édition)

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Résumé

For undergraduate courses in International Marketing. Also appropriate at the MBA level if used with supplemental casebook.

The third edition, like its predecessors, offers a concise, authoritative introduction to the field. Written in a clear, engaging style, GM, 3/e draws students into the excitement, discipline, challenges, and controversies of global marketing. Each chapter begins with a vignette and ends with one or more discussion cases; these are devoted to high-profile, real-world companies, products/brands, and issues. In between, the chapter content includes: clear explanations of core concepts; scores of examples from the trade press to illustrate key terms and issues; topical and timely boxed features; great illustrations and photos; and concise summaries of the latest research findings published in scholarly journals. The paperback, two-color format gives adopters the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable.

The text has acquired a solid adoption base outside the United States as students and instructors react positively to the authors jargon-free, conversational writing style. GM, 3/e also comes with the best test bank in the category!

L'auteur - Mark C. Green

Mark Green is Professor of Mathematics and Director of the Institute for Pure and Applied Mathematics at the University of California, Los Angeles.

Sommaire

Introduction
- Introduction to Global Marketing
The Global Marketing Environment
- The Global Economic Environment
- The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements
- Social and Cultural Environments
- The Political, Legal, and Regulatory Environments of Global Marketing
- Global Information Systems and Market Research
Global Strategy
- Segmentation, Targeting, and Positioning
- Sourcing Strategies: Exporting and Importing
- Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
- Strategic Elements of Competitive Advantage
The Global Marketing Mix
- Product and Brand Decisions
- Pricing Decisions
- Global Marketing Channels and Physical Distribution
- Global Marketing Communications Decisions I: Advertising and Public Relations
- Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media
Managing the Global Marketing Effort
- Leading, Organizing, and Controlling the Global Marketing Effort
- Glossary

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Warren J. Keegan, Mark C. Green
Parution	20/02/2004
Édition	3^eme édition
Nb. de pages	666
Format	20 x 25,5
Couverture	Broché
Poids	1190g
Intérieur	2 couleurs
EAN13	9780131224537