Global Marketing Management, 8e

Price:

NPR 1,282.00


Global Marketing Management, 8e

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.

NPR 1,282.00 1282.0 NPR NPR 1,424.00

NPR 1,424.00


  • Author
  • Pages
  • Pages 560
  • Year
  • ISBN
  • Publisher
  • Language
  • Edition
  • Weight
  • Dimensions
  • Binding

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Global Marketing Management, 8e

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.

Features :

New to the Eighth 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
Table of Contents :
I. Introduction and Overview

Introduction to Global Marketing

II. The Global Marketing Environment

The Global Economic Environment

The Political, Legal and Regulatory Environments of Global Marketing

The Global Cultural Environment

III. Analysing and Targeting Global Market Opportunities

Global Customers

Global Marketing Information Systems and Research

Segmentation, Targeting and Positioning

IV. Global Marketing Strategy

Global Entry and Expansion Strategies

Competitive Analysis and Strategy

V. Creating Global Marketing Programs

Product Decisions

Pricing Decisions

Global Marketing Channels

Global Integrated Marketing Communications

VI. Managing the Global Marketing Program

Global Organization and Leadership: Managing the Global Marketing Effort

The Future of Global Marketing

Book
Author Keegan
Pages 560
Year 2017
ISBN 9789332584327
Publisher Pearson
Language English
Uncategorized
Edition 8/e
Weight 300 g
Dimensions 20.3 x 25.4 x 4.7 cm
Binding Paperback