From Book News, Inc.
An MBA graduate-level and reference text for practitioners of international marketing. This revised and updated edition (fourth was 1989) includes new chapters on global market planning, the legal and regulatory environment, the financial framework and decisions, global segmentation, targeting and positioning, cooperation strategies and global strategic partnerships, and global marketing leadership and strategy implementation. There are also eight new cases. Annotation copyright Book News, Inc. Portland, Or.
Global Marketing Management FROM THE PUBLISHER
Global Marketing Management, Sixth Edition, continues to be one of the most widely used graduate-level case texts in international marketing and a popular reference for practitioners as well. This edition focuses on the opportunities and challenges of global markets and on the threat of global competition across a broad spectrum of industries.
FROM THE CRITICS
Booknews
An MBA-level text and reference on international marketing. It covers the major dimensions of the environment of global marketingeconomic, social, and cultural, and political, legal, and regulatoryas well as strategies for analyzing and targeting market opportunities; the global marketing mix of product, pricing, place, and promotions decisions, including e-marketing; and implementing a marketing program. Keegan teaches business at Pace U. in New York and Cranfield U., UK. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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