Global marketing management Warren J. Keegan.

Por:

Keegan, Warren J

Colaborador(es):

Keegan, Warren J. Multinational marketing management

Series The Prentice Hall series in marketingDetalles de publicación: Englewood Cliffs, N.J. Prentice Hall c1989.Edición: 4th edDescripción: xvi, 783 p. ill. 25 cmISBN:

0133572609

Tema(s):

Clasificación CDD:

658.8/48 19

Clasificación LoC:

HF1009.5 .K39 1989

Existencias
Imagen de cubierta	Tipo de ítem	Biblioteca actual	Biblioteca de origen	Colección	Ubicación en estantería	Signatura topográfica	Materiales especificados	Info Vol	URL	Copia número	Estado	Notas	Fecha de vencimiento	Código de barras	Reserva de ítems	Prioridad de la cola de reserva de ejemplar	Reservas para cursos
	Libro	Biblioteca Encarnación Valdés Colección General bev				658.8 K26g4 (Navegar estantería(Abre debajo))					Disponible			80000001326282

Total de reservas: 0

Descripciones mejoradas de Syndetics:

This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing. Copyright © Libri GmbH. All rights reserved.

Rev. ed. of: Multinational marketing management. 3rd ed. c1984.

Includes bibliographies and indexes.

Tabla de contenidos provista por Syndetics

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)

Extracto provisto por Syndetics

Global Marketing Management, Seventh Edition, traces its ancestry to Multinational Marketing Management, a book that broke new ground in the field of international marketing when it was published in 1974. The first edition departed from the traditional export trade focus in the field of international marketing and adopted a strategic approach that reflected the growing importance of multinational corporations, the latest findings of research, and the most advanced experience of practitioners. The book combined text with classroom tested graduate-level cases and was an immediate worldwide success. The objective of each revision has been to not only reflect current practice but to anticipate the direction of development of the field and maintain the book's authoritative position as the leading MBA graduate-level and reference text for practitioners of international marketing. This revision continues the path-breaking tradition of this book. Every chapter has been completely revised and updated, and a new chapter on global e.marketing has been added. Also included is the completely updated "Global Income and Population for 2000 and Projections to 2010 and 2020" in the Appendix. There are four new cases, and two of the cases that were retained from the previous edition have been revised and updated. The seventh edition is the most exciting revision in the book's history. Perhaps most significantly, for the first time in modern history, even large population, low-income countries such as China and India appear to have achieved the ability to maintain sustained development and growth that will, if continued, transform these countries from low- or lower-middle to high-income countries. In the meantime, companies in the high-income countries have begun to recognize that they now face formidable competitive challenges from companies located in countries at every stage of development. World economic integration has proceeded to advance both in the multilateral framework of the World Trade Organization and in regional economic agreements such as NAFTA (The North American Free Trade Agreement) and the EU (European Union). NAFTA links the United States, Canada, and Mexico in a program of economic integration; the EU links the 15 countries of Western Europe; and the member countries of both of these regional agreements are actively exploring expanding the membership of these agreements to other countries in the region: Central and Eastern Europe for the EU, and Central and South America for NAFTA. The two Koreas continue to meet, and the economic linkages in the Pacific basin continue to expand. The book is organized into six parts: Part I is an introduction to global marketing. Part II covers the major dimensions of the environment of global marketing: economic; social and cultural; and political, legal, and regulatory. Part III is devoted to analyzing and targeting global market opportunities. Part IV focuses on global marketing strategy, and Part V,"Creating Global Marketing Programs," covers the global marketing mix of product, pricing, place, and promotion decisions, and how e.marketing can be integrated into the marketing mix. Part VI, "Managing the Global Marketing Program," concludes the book with a focus on implementation. It addresses the tasks of leading, organizing, and monitoring the global strategy; the future of global marketing; and careers in global marketing. Excerpted from Global Marketing Management by Warren J. Keegan, Mark C. Green All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

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