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Keegan Warren J.

Global marketing management - 8th - Chennai Pearson India Education Services Pvt Ltd 2025 - xxviii, 476 p.

Table of contents:
Preface

Acknowledgements

Publisher’s acknowledgements

Abbreviations

About the author

Part I
The decision whether to internationalize

1 Global marketing in the firm

2 Initiation of internationalization

3 Internationalization theories

4 Development of the firm’s international competitiveness

Part I Case studies

Part II
Deciding which markets to enter

5 Global marketing research

6 The political and economic environment

7 The sociocultural environment

8 The international market selection process

Part II Case studies

Part III
Market entry strategies

9 Some approaches to the choice of entry mode

10 Export modes

11 Intermediate modes

12 Hierarchical modes

13 International sourcing decisions and the role of the subsupplier

Part III Case studies

Part IV
Designing the global marketing programme

14 Product decisions

15 Pricing decisions and terms of doing business

16 Distribution decisions

17 Communication decisions (promotion strategies)

Part IV Case studies

Part V
Implementing and coordinating the global

marketing programme

18 Cross-cultural sales negotiations

19 Organization and control of the global marketing programme

Part V Case studies

Index

[https://www.pearson.com/nl/en_NL/higher-education/subject-catalogue/marketing/hollensen-global-marketing-8e.html?tab=table-of-contents]


Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world.


Key Features include:

A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help students comprehend theory and apply it to the real world
End of part and end of chapter case studies to help students understand how the theory relates to real world application

(https://www.pearson.com/nl/en_NL/higher-education/subject-catalogue/marketing/hollensen-global-marketing-8e.html)

ISBN: 9789332584327

Subjects--Topical Terms:
Marketing--Managament

Dewey Class. No.: 658.8 / KEE