(eBook PDF) Global Marketing 8th Edition by Warren J. Keegan

(eBook PDF) Global Marketing 8th Edition by Warren J. Keegan – Digital Ebook – Instant Delivery Download

product details:

• ISBN-10 ‏ : ‎ 0133545008
• ISBN-13 ‏ : ‎ 978-0133545005
• Author: Warren J. Keegan, Mark C. Green 

For undergraduate and graduate global marketing courses.

The excitement, challenges, and controversies of global marketing.

Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.

MyMarketingLab for Global Marketingis a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.

table of contents:

I. Introduction and Overview1. Introduction to Global Marketing

II. The Global Marketing Environment2. 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

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