Global Marketing Management / by Warren J. Keegan

Includes Appendix and Index

Pt I: Introduction and Overview Ch 1-Introduction to Global Marketing Pt II: The Global Marketing Environment Ch 2- The Global Economic Environment Ch 3- Social and Cultural Environment Ch 4- The Political, Legal, and Regulatory Environments of Global Marketing Pt III: Analyzing and Targeting Global Market Opportunities Ch 5- Global Customers Ch 6- Global Marketing Information Systems and Research Ch 7- Segmentation, Targeting and Positioning Pt IV: Global Marketing Strategy Ch 8- Entry and Expansion Strategies: Marketing and Sourcing Ch 9- Cooperative Strategies and Global Strategic Partnerships Ch 10- Competitive Analysis and Strategy Pt V: Creating Global Marketing Programs Ch 11- Product Decisions Ch 12- Pricing Decisions Ch 13- Global Marketing Channels and Physical Distribution Ch 14- Global Advertising Ch 15- Global Promotion: Public Relations, Personal Selling, Sales Promotion, Direct Marketing, Trade Shows, and Sponsorship Ch 16- Global e.marketing Pt VI: Managing The Global Marketing Program Ch 17- Leading, Organizing, and Monitoring the Global Marketing Effort Ch 18- The Future of Global Marketing Appendix: Global Income and Population 2000 and Projections to 2010 and 2020