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Global Marketing Management By Warren J. Keegan

Global Marketing Management
by Warren J. Keegan

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£4.49
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.
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Global Marketing Management Summary


Global Marketing Management: A European Perspective by Warren J. Keegan

This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.

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Table of Contents


PART I: INTRODUCTION AND OVERVIEW.
1. Introduction to global marketing
Part I Case: Which Company is Transnational
PART II: THE GLOBAL MARKETING ENVIRONMENT
2. Economic environment
3. Social and cultural environments
4. The political, legal and regulatory environments of global marketing
5. Information technology environment
Part II Cases:
Swatchmobile/Smart Car
Euro Disney (A), (B)
Coca-Cola: Universal approach?
PART III: ANALYSING AND TARGETING GLOBAL MARKET OPPORTUNITIES.
6. Assessing global marketing opportunities
7. Global segmentation, targeting and positioning
Part III Cases:
Oriflame
Integrating brand strategies after an acquisition: Schwartzkopf & Henkel Cosmetics
Rocking the boat at MTV
PART IV: GLOBAL MARKETING STRATEGY
8. Market selection and market entry alternatives - exporting
9. Production abroad and strategic alliances
10. Global competition and strategy
Part IV Cases:
Czech beer goes worldwide
Norsk Hydro fertilizers in the U.S. (A), (B)
PART V: CREATING GLOBAL MARKETING PROGRAMS
11. Product and service decisions
12. Global pricing
13. Global logistics and channel decisions
14. Global marketing communication
Part V Cases:
The launch of GSM cellular telephones in South Africa
Nokia and the cellular phone industry
BASF in China: The marketing of Styropor
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM.
15. Global organisational structures
16. Global marketing management audit and control
17. The future of global marketing
Part VI Cases:
Benetton Group SpA: Raising consciousness and controversy with global advertising
Singapore Prison Service
Sicom GmbH and CD piracy

Additional information

GOR001217838
Global Marketing Management: A European Perspective by Warren J. Keegan
Warren J. Keegan
Used - Very Good
Paperback
Pearson Education (US)
2000-12-06
632
0138418268
9780138418267
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.