Global Marketing Management, 8e (Paperback)  | Released: 29-Mar-17

Global Marketing Management, Eighth Edition, presents the latest developments in global marketing within the context of the whole organization, making internal and external connections where appropriate for a deeper understanding of global business from a managerial point of view.Features New to the Eighth Edition:Integrated discussion of Internet marketing throughout the bookIntensified focus on cultureșs influence on marketing communications both from the customerșs and managerșs perspectiveNew chapterȓGlobal Social and Environmental ResponsibilityLatest research and theory from the leading academic and business publicationsIllustrative stories adapted from current business management pressExperiential exercises that require students to apply concepts presented in the chapter to realistic business situationsChapter-at-a-glance outline for easy identification of the chapter structure and main topicsCompletely revised and updated lecture slides that include access to websites and other relevant multimedia sources and teaching aidsTable of Contents. Introduction and Overview1. Introduction to Global MarketingII. The Global Marketing Environment2. The Global Economic Environment3. The Political, Legal and Regulatory Environments of Global Marketing4. The Global Cultural EnvironmentIII. Analysing and Targeting Global Market Opportunities5. Global Customers6. Global Marketing Information Systems and Research7. Segmentation, Targeting and PositioningIV. Global Marketing Strategy8. Global Entry and Expansion Strategies9. Competitive Analysis and StrategyV. Creating Global Marketing Programs1. Product Decisions11. Pricing Decisions12. Global Marketing Channels13. Global Integrated Marketing CommunicationsVI. Managing the Global Marketing Program14. Global Organization and Leadership: Managing the Global Marketing Effort15. The Future of Global Marketing About the AuthorWarren J. Keegan is Distinguished Professor of Marketing and International Business and Director of the Institute for Global Business Strategy at the Lubin School of Business, Pace University, New York City and Westchester.