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Global Marketing Management (7th Edition)

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Global Marketing Management (7th Edition)

(7 customer reviews)

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1891086164

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This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.

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Product Details

Author:	Warren J. Keegan
Paperback:	617 pages
Publisher:	Prentice Hall
Publication Date:	July 23, 2001
Language:	English
ISBN:	0130332712
Product Width:	192.0 centimeters
Product Height:	274.5 centimeters
Product Weight:	2.96 pounds
Package Length:	10.1 inches
Package Width:	8.1 inches
Package Height:	1.1 inches
Package Weight:	2.9 pounds
Average Customer Rating:	based on 7 reviews

Customer Reviews

Average Customer Review: 4.5

( 7 customer reviews )
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Most Helpful Customer Reviews

5 of 5 found the following review helpful:

clear, understandable jargon Nov 25, 2002
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.

3 of 3 found the following review helpful:

A leading book in the field Aug 11, 2005 By Prof S. M. Burgess
Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s. He is a legend in the field and is widely credited as the father of the global marketing concept.

The 7th edition of his leading text does not disappoint the demanding reader and carries on the tradition of earlier editions. He walks the talk, writing for and speaking to a global audience. It is clear that he is one who has "been there" and knows international markets.

The book presents a very sound basis for learning and is a leading text for full courses in global marketing in many leading MBA programs. It also enjoys a large readership by business execs around the world.

"Global Marketing" opens with a very sound introduction to global marketing analysis and strategy. The international trading environment is well described and the text simplies the complexity of international trading blocs, the WTO, and other influences on marketing strategy today.

Keegan's global marketing texts have always been strong on introducing readers to technical terms used in international trade and exporting and explaining the flow of paperwork (i.e., letters of credit, etc.) one encounters in international trade. This current edition does not disappoint in this regard.

There is a good introduction to factors that motivate consumers and customers to choose and use products that is applicable in consumer, business, services, and high technology markets. The book finishes with a very sound coverage of the marketing mix (i.e., product, price, promotion, and distribution) strategies.

A number of case studies are well integrated into the text to illustrate typical business decisions global marketers must make. I have prescribed this text for more than a decade and it always has been rated as the best or among the best textbooks prescribed for our marketing courses.

3 of 5 found the following review helpful:

Students found this to be informative but not presented well Jul 14, 2000
Valuable, current information presented in a rather dull, uninteresting format according to MBA students. Very comprehensive.

0 of 1 found the following review helpful:

Fantastic Book!!!!! Feb 18, 2010 By Eric M. Flores
This was the best deal I have come across in my entire life. I recommend anyone unsure to use this seller for your book purchases, if possible. Thanks!!

Jesse

0 of 1 found the following review helpful:

Great Condition, Received Fast! Feb 15, 2010 By J. Guzman
This book would have cost me around $140.00 to buy at the book store! Bought it here forless than $6! It was in great condition and I received very fast!

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