Global Marketing Management (6th Edition)

Author: WAREN
Publisher:
Publish Date: 2001-08-01
Features: No reviews yet! The author of this book, Warren J. Keegan (Warren J. Keegan Wanen J. Keegan), is a pioneer and seasoned scholar in the field of global marketing, having made significant efforts to advance research and practice in global marketing. With the release of the 6th edition, Global Marketing Management continues to hold its position as the most widely used case textbook for international marketing courses at graduate business schools in the United States, while also being highly regarded by managers. The 6th edition incorporates many new focal points and research findings, with insights and perspectives from the corporate advisory board and consulting experts further enriching its content. Whether it's insights into market changes or competitive analysis, the author's arguments are vivid and incisive. The book is divided into six parts: Introduction and Overview, Global Marketing Environment, Analyzing and Selecting Global Market Opportunities, Global Marketing Strategy, Creating Global Marketing Plans, and Managing Global Marketing Plans, totaling 18 chapters. Compared to the 5th edition, the 6th edition has a more compact structure, with more content added but fewer chapters; the core is more emphasized, such as the separate chapter on market and buyer analysis; and new sections are very timely, such as the return to logistics management in channel decisions and the integration of public relations, database marketing, and the internet in communication decisions, which are among the most closely watched topics in business. This book balances theory and practice, serving as a comprehensive reference for managers facing global business challenges while maintaining the rigor of a textbook, making it widely suitable for teaching and training.