9780130332714 Global Marketing Management Warren J. Keegan Mark Green…

von Warren J. Keegan Mark Green Verlag: Prentice Hall International series in marketing Case studies

Auflage: 0007 (Juli 2001) - Hardcover 617 S. 25,7 x 20,6 x 2,8 cm

Zustand: gebraucht - sehr gut, For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.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. "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 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 strategiesmarketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotionpersonal 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. Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia`s leading marketing consulting firm. Dr. Keegan is Chairman of the Markplus Global Institute-Singapore. He wrote the first multinational marketing textbook and is one of the world`s leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics. His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board. Dr. Keegan is the author or co-author of many books, including Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butterworth Heinemann, 1997), Global Marketing (2nd ed., Prentice Hall, 2000), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions, 1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business. Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm. He is a Lifetime Fellow of the Academy of International Business; Individual Eminent Person (IEP) appointed by Asian Global Business Leaders Society (other awardees include Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt); listed in Marquis Who`s Who in America, 55th and earlier editions; member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC)Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is a former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), Inter-Ad, Inc., American Thermal Corporation, Inc., Halfway Houses of Westchester, Inc., Wainwright House, and The Rye Arts Center. 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. Wirtschaft Betriebswirtschaft Management Marketing Vertrieb ISBN-10 0-13-033271-2 / 0130332712 ISBN-13 978-0-13-033271-4 / 9780130332714 Global Marketing Management Warren J. Keegan Mark Green e-marketing globalization Asia Pacific Marketing Federation advertising promotion selling public relations sales promotion direct marketing trade shows sponsorship Social Architecture business executives

e-marketing globalization Asia Pacific Marketing Federation advertising promotion selling public relations sales promotion direct marketing trade shows sponsorship Social Architecture business executives For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.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. "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 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 strategiesmarketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotionpersonal 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. Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia`s leading marketing consulting firm. Dr. Keegan is Chairman of the Markplus Global Institute-Singapore. He wrote the first multinational marketing textbook and is one of the world`s leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics. His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board. Dr. Keegan is the author or co-author of many books, including Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butterworth Heinemann, 1997), Global Marketing (2nd ed., Prentice Hall, 2000), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions, 1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business. Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm. He is a Lifetime Fellow of the Academy of International Business; Individual Eminent Person (IEP) appointed by Asian Global Business Leaders Society (other awardees include Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt); listed in Marquis Who`s Who in America, 55th and earlier editions; member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC)Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is a former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), Inter-Ad, Inc., American Thermal Corporation, Inc., Halfway Houses of Westchester, Inc., Wainwright House, and The Rye Arts Center. 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. Wirtschaft Betriebswirtschaft Management Marketing Vertrieb ISBN-10 0-13-033271-2 / 0130332712 ISBN-13 978-0-13-033271-4 / 9780130332714 Global Marketing Management Warren J. Keegan Mark Green

Produktart:

📚 Bücher

Autor(en):

Warren J. Keegan Mark Green

Anbieter:

BUCHSERVICE / ANTIQUARIAT Lars-Lutzer *** LITERATUR RECHERCHE *** ANTIQUARISCHE SUCHE

Bestell-Nr.:

BN1780

Katalog:

Wirtschaft / Werbung / Marketing / Werbung

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