Global Marketing Management

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9780130332714: Global Marketing Management

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.

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Product Description:

For courses in International Marketing and Global Marketing.

This is the leading MBA text in international marketing?with comprehensive cases.

Review:


"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


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