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9780130332714

Global Marketing Management

Global Marketing Management
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  • ISBN-13: 9780130332714
  • ISBN: 0130332712
  • Edition: 7
  • Publication Date: 2001
  • Publisher: Prentice Hall

AUTHOR

Keegan, Warren J., Green, Mark C.

SUMMARY

Global Marketing Management,Seventh Edition, traces its ancestry toMultinational Marketing Management,a book that broke new ground in the field of international marketing when it was published in 1974. The first edition departed from the traditional export trade focus in the field of international marketing and adopted a strategic approach that reflected the growing importance of multinational corporations, the latest findings of research, and the most advanced experience of practitioners. The book combined text with classroom tested graduate-level cases and was an immediate worldwide success. The objective of each revision has been to not only reflect current practice but to anticipate the direction of development of the field and maintain the book's authoritative position as the leading MBA graduate-level and reference text for practitioners of international marketing. This revision continues the path-breaking tradition of this book. Every chapter has been completely revised and updated, and a new chapter on global e.marketing has been added. Also included is the completely updated "Global Income and Population for 2000 and Projections to 2010 and 2020" in the Appendix. There are four new cases, and two of the cases that were retained from the previous edition have been revised and updated. The seventh edition is the most exciting revision in the book's history. Perhaps most significantly, for the first time in modern history, even large population, low-income countries such as China and India appear to have achieved the ability to maintain sustained development and growth that will, if continued, transform these countries from low- or lower-middle to high-income countries. In the meantime, companies in the high-income countries have begun to recognize that they now face formidable competitive challenges from companies located in countries at every stage of development. World economic integration has proceeded to advance both in the multilateral framework of the World Trade Organization and in regional economic agreements such as NAFTA (The North American Free Trade Agreement) and the EU (European Union). NAFTA links the United States, Canada, and Mexico in a program of economic integration; the EU links the 15 countries of Western Europe; and the member countries of both of these regional agreements are actively exploring expanding the membership of these agreements to other countries in the region: Central and Eastern Europe for the EU, and Central and South America for NAFTA. The two Koreas continue to meet, and the economic linkages in the Pacific basin continue to expand. The book is organized into six parts: Part I is an introduction to global marketing. Part II covers the major dimensions of the environment of global marketing: economic; social and cultural; and political, legal, and regulatory. Part III is devoted to analyzing and targeting global market opportunities. Part IV focuses on global marketing strategy, and Part V,"Creating Global Marketing Programs," covers the global marketing mix of product, pricing, place, and promotion decisions, and how e.marketing can be integrated into the marketing mix. Part VI, "Managing the Global Marketing Program," concludes the book with a focus on implementation. It addresses the tasks of leading, organizing, and monitoring the global strategy; the future of global marketing; and careers in global marketing.Keegan, Warren J. is the author of 'Global Marketing Management', published 2001 under ISBN 9780130332714 and ISBN 0130332712.

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