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Global Marketing Management (7th Edition)

Global Marketing Management (7th Edition)
Author: Warren J. Keegan
ISBN 13: 9780130332714
ISBN 10: 130332712
Edition: 7
Publisher: Pearson
Publication Date: 2001-07-23
Format: Paperback
Pages: 617
List Price: $232.40

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.


An MBA-level text and reference on international marketing. It covers the major dimensions of the environment of global marketing<-- >economic, social, and cultural, and political, legal, and regulatory<-->as well as strategies for analyzing and targeting market opportunities; the global marketing mix of product, pricing, place, and promotions decisions, including e-marketing; and implementing a marketing program. Keegan teaches business at Pace U. in New York and Cranfield U., UK. Annotation c. Book News, Inc., Portland, OR (booknews.com)