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Global Marketing 7th Edition by Warren Keegan, Mark Green ISBN 0132719150 9780132719155

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Global Marketing 7th Edition Edition Warren J. Keegan Digital Instant Download

Author(s): Warren J. Keegan, Mark Green
ISBN(s): 9780132719155, 0132719150
Edition: 7th Edition
File Details: PDF, 19.73 MB
Year: 2012
Language: english
SKU: EB-4646628 Category: Tags: ,

Global Marketing 7th Edition by Warren J. Keegan, Mark C. Green – Ebook PDF Instant Download/Delivery: 0132719150, 9780132719155

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Product details:

ISBN 10: 0132719150

ISBN 13: 9780132719155

Author:  Warren J. Keegan, Mark C. Green 

Global Marketing 7th Edition: 

The excitement, challenges, and controversies of global marketing.

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

The seventh edition examines the effect of the global financial crisis on global marketing strategy.

 

Global Marketing 7th Edition Table of contents:

Part 1: Introduction

  • Introduction to global marketing

Part 2: The Global Marketing Environment

  • The global economic environment
  • The global trade environment
  • Social and cultural environments
  • The political, legal, and regulatory environments

Part 3: Approaching Global Markets

  • Global information systems and market research
  • Segmentation, targeting, and positioning
  • Importing, exporting, and sourcing
  • Global market entry strategies: licensing, investment, and strategic alliances

Part 4: The Global Marketing Mix

  • 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, and special forms of marketing communication
  • Global marketing and the digital revolution

Part 5: Strategy and Leadership in the Twenty-First Century

  • Strategic elements of competitive advantage
  • Leadership, organization, and corporate social responsibility

 

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Warren Keegan,Mark Green,Global,Marketing