Global Marketing Management

By: Keegan, Warren JMaterial type: TextTextSeries: Prentice Hall international series in marketingPublication details: New Delhi: Pearson Education 2002Edition: 7th edDescription: xxv, 617 pages : illustrationsISBN: 9780130332714; 0130332712 ; 9780130615060; 0130615064 Subject(s): Export marketing -- ManagementDDC classification: 658.848
Contents:
Marketing: A Universal Discipline -- The Three Principles of Marketing -- Global Marketing: What It Is and What It Is Not -- The Importance of Global Marketing -- Management Orientations -- Driving and Restraining Forces Affecting Global Integration and Global Marketing -- The 18 Guiding Principles of the Marketing Company -- Which Company Is Transnational? -- The Global Marketing Environment -- The Global Economic Environment -- The World Economy--An Overview -- Economic Systems -- Stages of Market Development -- Stages of Economic Development -- Income and Purchasing Power Parity Around the Globe -- The Location of Population -- Marketing and Economic Development -- Balance of Payments -- Trade Patterns -- International Trade Alliances -- The World Trade Organization and GATT -- Regional Economic Organizations -- Social and Cultural Environment -- Basic Aspects of Society and Culture -- Analytical Approaches to Cultural Factors -- Social and Cultural Environments: Impact on Marketing Industrial Products -- Social and Cultural Environments: Impact on Marketing Consumer Products -- Cross-Cultural Complications and Suggested Solutions -- The Political, Legal, and Regulatory Environments of Global Marketing -- The Political Environment -- International Law -- Sidestepping Legal Problems: Important Business Issues -- Conflict Resolution, Dispute Settlement, and Litigation -- The Regulatory Environment -- Ethical Issues -- Euro Disney (A) -- Euro Disney (B) -- Coca-Cola: Universal Appeal? -- The Education of an Expat.
Summary: For courses in International Marketing and Global Marketing.This is the leading MBA text in international marketing-with comprehensive cases.
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Stacks 		Reference 658.848 KEE (Browse shelf(Opens below)) Available 008401
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Includes index

Marketing: A Universal Discipline --
The Three Principles of Marketing --
Global Marketing: What It Is and What It Is Not --
The Importance of Global Marketing --
Management Orientations --
Driving and Restraining Forces Affecting Global Integration and Global Marketing --
The 18 Guiding Principles of the Marketing Company --
Which Company Is Transnational? --
The Global Marketing Environment --
The Global Economic Environment --
The World Economy--An Overview --
Economic Systems --
Stages of Market Development --
Stages of Economic Development --
Income and Purchasing Power Parity Around the Globe --
The Location of Population --
Marketing and Economic Development --
Balance of Payments --
Trade Patterns --
International Trade Alliances --
The World Trade Organization and GATT --
Regional Economic Organizations --
Social and Cultural Environment --
Basic Aspects of Society and Culture --
Analytical Approaches to Cultural Factors --
Social and Cultural Environments: Impact on Marketing Industrial Products --
Social and Cultural Environments: Impact on Marketing Consumer Products --
Cross-Cultural Complications and Suggested Solutions --
The Political, Legal, and Regulatory Environments of Global Marketing --
The Political Environment --
International Law --
Sidestepping Legal Problems: Important Business Issues --
Conflict Resolution, Dispute Settlement, and Litigation --
The Regulatory Environment --
Ethical Issues --
Euro Disney (A) --
Euro Disney (B) --
Coca-Cola: Universal Appeal? --
The Education of an Expat.


For courses in International Marketing and Global Marketing.This is the leading MBA text in international marketing-with comprehensive cases.

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