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Keegan, Warren J.

Global marketing management. / Warren J. Keegan, Elyse Arnow Brill. - 8th ed. - xxii, 457 pages; 27 cm

Includes bibliographical references and indexes.

Contents:1. Introduction and overview: introduction to global marketing -- 2. The global marketing environment: The global economic environment -- The political, legal, and regulatory environments of global marketing -- The global cultural environment -- 3. Analyzing and targeting global market opportunities: Global customers -- global marketing information systems and research -- Segmentation, targeting, and positioning -- 4. Global marketing strategy: Global entry and expiration strategies -- Competitive analysis and strategy -- 5. Creating global marking programs: Product decisions -- Pricing decisions -- Global marketing channels -- Global integrated marketing communications -- 6 Managing the global marketing program: Global organization and leadership: managing the global marketing effort -- Global corporate social responsibility and environmental sustainability -- The future of global marketing --

ISBN: 9780136157397 (alk. paper) 0136157394 (alk. paper)

LCCN: 2012046786

Subjects--Topical Terms:
Export marketing--Management.
Export marketing--Management--Case studies.

LC Class. No.: HF1416.K44(8e)

Dewey Class. No.: 658.8/4