Global Marketing Management 8th Edition Keegan Test Bank

Global Marketing Management 8th Edition Keegan Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0136157394
• ISBN-13 ‏ : ‎ 978-0136157397
• Author: Warren Keegan (Author)

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.

Table of contents:

I. Introduction and Overview

1. Introduction to Global Marketing

II. The Global Marketing Environment

2. The Global Economic Environment

3. The Political, Legal, and Regulatory Environments of Global Marketing

4. The Global Cultural Environment

III. Analyzing and Targeting Global Market Opportunities

5. Global Customers

6. Global Marketing Information Systems and Research

7. Segmentation, Targeting, and Positioning

IV. Global Marketing Strategy

8. Global Entry and Expansion Strategies

9. Competitive Analysis and Strategy

V. Creating Global Marketing Programs

10. Product Decisions

11. Pricing Decisions

12. Global Marketing Channels

13. Global Integrated Marketing Communications

VI. Managing the Global Marketing Program

14. Global Organization and Leadership: Managing the Global Marketing Effort

15. Global Corporate Social Responsibility and Environmental Sustainability

16. The Future of Global Marketing

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