Overview

The leading MBA text in international marketing–with comprehensive cases. This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing.

Full Product Details

Author:   Warren Keegan ,  Svend Hollensen ,  Ilan Alon
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   8th edition
Dimensions:   Width: 1.00cm , Height: 1.00cm , Length: 1.00cm
Weight:   1.110kg
ISBN:  

9780136157397

ISBN 10:   0136157394
Pages:   480
Publication Date:   27 June 2013
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9780273768685
Format:   Hardback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

I. Introduction and Overview 1. Introduction to Global Marketing II. The Global Marketing Environment 2. The Global Economic Environment 3. The Political, Legal, and Regulatory Environments of Global Marketing 4. The Global Cultural Environment III. Analyzing and Targeting Global Market Opportunities 5. Global Customers 6. Global Marketing Information Systems and Research 7. Segmentation, Targeting, and Positioning IV. Global Marketing Strategy 8. Global Entry and Expansion Strategies 9. Competitive Analysis and Strategy V. Creating Global Marketing Programs 10. Product Decisions 11. Pricing Decisions 12. Global Marketing Channels 13. Global Integrated Marketing Communications VI. Managing the Global Marketing Program 14. Global Organization and Leadership: Managing the Global Marketing Effort 15. Global Corporate Social Responsibility and Environmental Sustainability 16. The Future of Global Marketing  

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