Global Marketing Management /
"In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan...
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| Format: | text |
| Language: | eng |
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Upper Saddle River, NJ : Prentice-Hall,
2002
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| Subjects: |
| _version_ | 1826383688137441280 |
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| author | Keegan, Warren J., author 239905 |
| author_facet | Keegan, Warren J., author 239905 |
| author_sort | Keegan, Warren J., author 239905 |
| collection | OCEAN |
| description | "In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan's text stands out from the crowd." - Professor Bodo B. Schlegelmilch, Editor, Journal of International Marketing Chair of International Marketing and Management, Vienna University of Economics and Business Administration. |
| first_indexed | 2024-03-04T19:33:58Z |
| format | text |
| id | KOHA-OAI-TEST:141753 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-04T19:33:58Z |
| publishDate | 2002 |
| publisher | Upper Saddle River, NJ : Prentice-Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:1417532021-10-18T06:03:21ZGlobal Marketing Management / Keegan, Warren J., author 239905 textUpper Saddle River, NJ : Prentice-Hall,2002©2002eng"In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan's text stands out from the crowd." - Professor Bodo B. Schlegelmilch, Editor, Journal of International Marketing Chair of International Marketing and Management, Vienna University of Economics and Business Administration."Warren Keegan's new edition of Global Marketing Management will be a classic text, for its scope, breadth, and insights. He takes the reader with ease, clarity and high competence from the fundamentals of Global Marketing Management to the frontiers of Global e-marketing. In a digitizing world, where the globalization of marketing will be increasingly instantaneous and irreversible, Keegan's book, I predict, will be essential reading and an indispensable reference." - Howard V. Perlmutter, Ph.D, Emeritus Professor of Social Architecture and Management, The Wharton School."Keegan's Global Marketing Management, Seventh Edition, is an impressive revision of the classic work on global marketing and is without question the world's leading textbook for students and reference for business executives on international and global marketing. Warren Keegan covers everything, from the fundamental concepts; tools and core issues to the contemporary up to the minute 'hot' topics. Keegan is the world's leading 'guru' on Global Marketing and he shares his vast understanding and knowledge in this impressive revision." - Hermawan Kartajaya, Governor, Asia Pacific Marketing Federation."Warren Keegan is to global marketing what Philip Kotler is to marketing. As a student, then as a teacher, Keegan was my hero and there is still no one who comes anywhere near him for depth, excitement, clarity, and vision. This seventh edition is a book that stands head and shoulders above all others. It pushes the state-of-the-art to even new frontiers. For anyone interested in global marketing, whether student, teacher, or practitioner, this book is a must." - Professor Malcolm H.B. McDonald, Professor of Marketing Strategy and Deputy Director, Cranfield School of Management.Includes bibliographical references and index.I. INTRODUCTION AND OVERVIEW. -- 1. Introduction to Global Marketing. -- II. THE GLOBAL MARKETING ENVIRONMENT. -- 2. The Global Economic Environment. -- 3. The Social and Cultural Environment. -- 4. The Political, Legal, and Regulatory Environments of Global Marketing. -- III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES. -- 5. Global Customers. -- 6. Global Marketing Information Systems and Research. -- 7. Global Targeting, Segmenting and Positioning. -- IV. GLOBAL MARKETING STRATEGY. -- 8. Entry and Expansion Strategies: Marketing and Sourcing. -- 9. Cooperation and Global Strategic Partnerships. -- 10. Competitive Analysis and Strategy. -- V. CREATING GLOBAL MARKETING PROGRAMS. -- 11. Product Decisions. -- 12. Pricing Decisions. -- 13. Global Marketing Channels and Physical Distribution. -- 14. Global Advertising. -- 15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship. -- 16. Global e.marketing. -- VI. MANAGING THE GLOBAL MARKETING PROGRAM. -- 17. Leading, Organizing, and Monitoring the Global Marketing Effort. -- 18. The Future of Global Marketing. -- Appendix: Global Income and Population 2000 and Projections to 2010 and 2020."In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan's text stands out from the crowd." - Professor Bodo B. Schlegelmilch, Editor, Journal of International Marketing Chair of International Marketing and Management, Vienna University of Economics and Business Administration."Warren Keegan's new edition of Global Marketing Management will be a classic text, for its scope, breadth, and insights. He takes the reader with ease, clarity and high competence from the fundamentals of Global Marketing Management to the frontiers of Global e-marketing. In a digitizing world, where the globalization of marketing will be increasingly instantaneous and irreversible, Keegan's book, I predict, will be essential reading and an indispensable reference." - Howard V. Perlmutter, Ph.D, Emeritus Professor of Social Architecture and Management, The Wharton School."Keegan's Global Marketing Management, Seventh Edition, is an impressive revision of the classic work on global marketing and is without question the world's leading textbook for students and reference for business executives on international and global marketing. Warren Keegan covers everything, from the fundamental concepts; tools and core issues to the contemporary up to the minute 'hot' topics. Keegan is the world's leading 'guru' on Global Marketing and he shares his vast understanding and knowledge in this impressive revision." - Hermawan Kartajaya, Governor, Asia Pacific Marketing Federation."Warren Keegan is to global marketing what Philip Kotler is to marketing. As a student, then as a teacher, Keegan was my hero and there is still no one who comes anywhere near him for depth, excitement, clarity, and vision. This seventh edition is a book that stands head and shoulders above all others. It pushes the state-of-the-art to even new frontiers. For anyone interested in global marketing, whether student, teacher, or practitioner, this book is a must." - Professor Malcolm H.B. McDonald, Professor of Marketing Strategy and Deputy Director, Cranfield School of Management.MOHAIMINAH KHAYON;FTIRExport marketingExport marketingURN:ISBN:0130615064 |
| spellingShingle | Export marketing Export marketing Keegan, Warren J., author 239905 Global Marketing Management / |
| title | Global Marketing Management / |
| title_full | Global Marketing Management / |
| title_fullStr | Global Marketing Management / |
| title_full_unstemmed | Global Marketing Management / |
| title_short | Global Marketing Management / |
| title_sort | global marketing management |
| topic | Export marketing Export marketing |
| work_keys_str_mv | AT keeganwarrenjauthor239905 globalmarketingmanagement |