Global marketing management (Book, 1998) []
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Global marketing management

Author: Warren J Keegan
Publisher: Upper Saddle River, NJ : Prentice Hall, 1998.
Series: Prentice-Hall International editions.; Prentice-Hall series in marketing.
Edition/Format:   Print book : English : 6. edView all editions and formats

Intended for graduate courses in International and Global Marketing. This book focuses on the opportunities and challenges of global markets and the threat of global competition across a spectrum of  Read more...


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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Warren J Keegan
ISBN: 0139030239 9780139030239 0130103365 9780130103369
OCLC Number: 245677341
Description: XIV, 639 Seiten : Diagramme.
Contents: I. INTRODUCTION AND OVERVIEW. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Social and Cultural Environments. 4. The Political, Legal, and Regulatory Environments of Global Marketing. III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES. 5. Global Markets and Buyers. 6. Global Marketing Information Systems and Research. 7. Segmentation, Targeting, and Positioning. IV. GLOBAL MARKETING STRATEGY. 8. Sourcing: Exporting and Importing. 9. Global Marketing Strategy: Entry and Expansion. 10. Competitive Analysis and Strategy. 11. Cooperative Strategies and Global Strategic Partnerships. V. CREATING GLOBAL MARKETING PROGRAMS. 12. Product Decisions. 13. Pricing Decisions. 14. Global Marketing Channels and Physical Distribution. 15. Global Advertising. 16. Global Marketing Communications Decisions, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Database Marketing, and the Internet. 17. Internet and Data Base Marketing. VI. MANAGING THE GLOBAL MARKETING PROGRAM. 18. Leading, Organizing, and Controlling the Global Marketing Effort. 19. The Future of Global Marketing. Appendix: Global Income and Population 1997 and Projections to 2000 and 2010. CASES. Which Company Is Transnational? Swatchmobile/Smart Car. Euro Disney (A), (B). Coca-Cola: Universal Appeal? Choufont-Salva, Inc. Oriflame. Swatch Watch U.S.A.: Creative Marketing Strategy. Odysseus, Inc. (The Decision to Go "International"). Metro Corporation: Technology Licensing Negotiation. A.S. Norlight. Aremco Products Inc. The Launch of GSM Cellular Telephones in South Africa. Kodak vs. Fuji: A Case of Japanese-American Strategic Interaction. Grasse Fragrances SA. Harley-Davidson Motor Co., Inc.: Defending a Piece of the Domestic Pie. Nokia and the Cellular Phone Industry. Benetton Group SpA: Raising Consciousness and Controversy with Global Advertising. Parker Pen Co. (A), (B), (C).
Series Title: Prentice-Hall International editions.; Prentice-Hall series in marketing.
Responsibility: Warren J. Keegan.


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