Global Marketing Management - (7th Edition)

Author: Keegan
Publisher:
Publish Date: 2007-01-01
Features: In today's rapidly developing internationalization, having a global mindset and understanding the differences between international and domestic markets are essential. Global marketing management has become one of the fastest-growing areas in the fields of marketing and international management over the past two decades. The author, Warren J. Keegan, is a pioneer and distinguished scholar in the field of global marketing, and has made significant efforts to advance research and practice in this area. This book is one of the author's major works and has been recommended by professors from many renowned business schools as a primary textbook for their courses. The book is divided into six parts, describing and summarizing the current theories and practices of global marketing from aspects such as the global marketing environment, the analysis and evaluation of target market opportunities, global marketing strategies, and the design and management of marketing plans. Realistic and critical topics in channel operations, such as logistics management, and trade shows, which are unique to international marketing promotion, along with new chapters on e-marketing, have kept the 7th edition consistent with the forward-looking and comprehensive nature of previous editions. This book balances theory and practice, providing comprehensive references for managers facing global business challenges while maintaining its rigor as a textbook. It is widely applicable to teaching, training, and practical use.