Global Marketing

By:

Keegan, Warren J

Contributor(s):

Dutta, Gautam

Material type: Text

TextPublication details: Pearson India Education Services Pvt. Ltd. New Delhi 2022Edition: 8thDescription: xxviii, 476 pISBN:

9789332584327

Subject(s):

Global marketing

DDC classification:

658.84 KEE

Summary: 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.

List(s) this item appears in: Marketing

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.84 KEE (Browse shelf(Opens below))	1	Checked out	03/04/2024	002158

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Previous	658.8343 SCH The dark side of social media: a consumer psychology perspective	658.84 CAT International marketing	658.84 CZI International marketing	658.84 KEE Global Marketing	658.84 KOT International marketing	658.84 MOR Global marketing management	658.84 ROS Marketing channel: a management view	Next

Table of Content
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. The Future of Global Marketing

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.

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