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Global Marketing, 6th Edition

Global Marketing, 6th Edition
Author: Warren J. Keegan - Mark C. Green
ISBN 13: 9780137023868
ISBN 10: 137023863
Edition: 6
Publisher: Prentice Hall
Publication Date: 2010-01-13
Format: Paperback
Pages: 624
List Price: $223.20

Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.

Introduction to Global Marketing; The Global Economic Environment; Regional Market Characteristics and Preferential Trade Agreements; Social and Cultural Environments; The Political, Legal, and Regulatory Environments; Global Information Systems and Market Research; Segmentation, Targeting, and Positioning; Importing, Exporting, and Sourcing; Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances; Brand and Product Decisions In Global Marketing; 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; Digital Revolution; Strategic Elements of Competitive Advantage; Leadership, Organization, and Corporate Social Responsibility

MARKET: For those entering the global job market, especially helpful for hirees of import/export departments.


Takes a strategic and environmental approach to global marketing, with sections on the global marketing environment, global strategy, the global marketing mix, and managing for the global marketing effort. Outlines the major dilemmas of the economic, social, cultural, political, legal, and financial environments, and provides a set of conceptual and analytical tools for understanding global marketing. Includes chapter summaries, discussion questions, and cases with questions. This second edition integrates the Internet into discussions, and cites Web sites as essential pedagogical tools. Keegan is affiliated with Pace University, and Green is affiliated with Simpson College. Annotation c. Book News, Inc., Portland, OR (booknews.com)