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.
Key Features
- A special focus on the big emerging markets. China and India, in particular, but also Brazil, Russia, South Africa, Indonesia, and Turkey (the BRIC-ITs) and countries in all of the emerging world regions from the Americas, Asia, Europe, the Middle East, and Africa. From the latest market statistics to the global trends in consumer tastes, attention is given to the dominant cultural, social, economic, and competitive forces that are shaping marketing worldwide.
- The topic of e-marketing, which was addressed in a separate chapter in the Seventh Edition, is now integrated into every chapter in the book.
- A combination of solid academic research and a strategic business perspective. Updated with the most recent and relevant research and concepts from top scholarly journals and respected business publications, the Eighth Edition provides theories, concepts, tools, and insights into global marketing that enable the student, teacher, and practitioner to identify global market opportunities, threats, and issues.
- An updated page design with significantly more visual presentations and many new features such as chapter outlines, marginal annotations, and bulleted summaries, this edition is more readable and engaging.
New to This Edition
- Integrated discussion of Internet marketing throughout the book.
- Intensified focus on culture’s influence on marketing communications both from the customer’s and manager’s perspective.
- New chapter–Global Social and Environmental Responsibility.
- Latest research and theory from the leading academic and business publications.
- Illustrative stories adapted from current business management press.
- Experiential exercises that require students to apply concepts presented in the chapter to realistic business situations.
- Chapter-at-a-glance outline for easy identification of the chapter structure and main topics.
- Completely revised and updated lecture slides that include access to websites and other relevant multimedia sources and teaching aids.
Contents
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. Global Corporate Social Responsibility and Environmental Sustainability
- 16. The Future of Global Marketing
About the Authors
Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia's leading marketing consulting firm. Dr. Keegan is Chairman of the Markplus Global Institute-Singapore.
He wrote the first multinational marketing textbook and is one of the world's leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics.
His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board.
Book Details
- Hardcover: 480 pages
- Publisher: Prentice Hall; 8 edition (c2014)
- Language: English
- ISBN-10: 0136157394
- ISBN-13: 978-0136157397
- Product Dimensions: 10.1 x 8.2 x 1.3 inches
- List Price: $232.40