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Product Description
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.
From the Back Cover
Keegan's Global Marketing Management is a long-established and well-known book within international marketing. This European edition draws on the efforts of one of Europe's leading international marketing scholars to produce a comprehensive and user-friendly introduction to this popular subject.
Logically structured in six parts the book first provides an overview of the international marketing environment. Each part then covers the issues of selecting appropriate markets, formulating strategy, creating the global marketing mix and finally managing the program. Unlike many texts the book has excellent coverage of the European experience of international marketing. In particular the book examines the tension between the desire for global standardisation and the need for local adaptation.
Substantially updated to reflect the European experience of international marketing, the book contains-
· A wealth of boxed mini-case studies entitled Global Perspective and European Focus. European Focus cases also include essay questions designed to test students' understanding.
· Longer end-of-part cases from a variety of international contexts and industries.
· A wealth of pedagogical tools to enhance the learning experience including- introductory practice links, concepts and definitions, key points to remember and web mistresses hotspots.
· Excellent coverage of web-related activities with plenty of examples throughout and an entirely new chapter on the information technology environment
Global Marketing Management is ideal for all students of global marketing at undergraduate, postgraduate and MBA levels. It is fully supported with an extensive supplements package.
Logically structured in six parts the book first provides an overview of the international marketing environment. Each part then covers the issues of selecting appropriate markets, formulating strategy, creating the global marketing mix and finally managing the program. Unlike many texts the book has excellent coverage of the European experience of international marketing. In particular the book examines the tension between the desire for global standardisation and the need for local adaptation.
Substantially updated to reflect the European experience of international marketing, the book contains-
· A wealth of boxed mini-case studies entitled Global Perspective and European Focus. European Focus cases also include essay questions designed to test students' understanding.
· Longer end-of-part cases from a variety of international contexts and industries.
· A wealth of pedagogical tools to enhance the learning experience including- introductory practice links, concepts and definitions, key points to remember and web mistresses hotspots.
· Excellent coverage of web-related activities with plenty of examples throughout and an entirely new chapter on the information technology environment
Global Marketing Management is ideal for all students of global marketing at undergraduate, postgraduate and MBA levels. It is fully supported with an extensive supplements package.
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