MTU Library Catalogue

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Global marketing management : a European perspective / Warren J. Keegan and Bodo B. Schlegelmilch.

By: Keegan, Warren J [author].
Contributor(s): Schlegelmilch, Bodo B [author].
Material type: materialTypeLabelBookPublisher: Harlow : Pearson Education, 2001Copyright date: ©1999Description: xvi, 610 pages : illustrations, tables, graphs ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0138418268 (paperback); 9780138418267 (paperback).Subject(s): Export marketing -- Europe -- Management | Export marketing -- Europe -- Management -- Case studies | Business and Management | Business & Management | Sales & marketingDDC classification: 658.84094 | 658.848 KEE
Contents:
Part I: Introduction and overview -- Introduction to global marketing -- Part II: The global marketing environment -- Economic environment -- Social and cultural environments -- The political, legal and regulatory environments of global marketing -- Information technology environment -- Part III: Analysing and targeting global market opportunities -- Assessing global marketing opportunities -- Global segmentation, targeting and positioning -- Part IV: Global marketing strategy -- Market selection and market entry alternatives - exporting -- Production abroad and strategic alliances -- Global competition and strategy -- Part V: Creating global marketing programmes -- Product and service decisions -- Global pricing -- Global logistics and channel decisions -- Global marketing communication -- Part VI: Managing the global marketing programme -- Global organisational structures -- Global marketing management audit and control -- The future of global marketing.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.84094 (Browse shelf(Opens below)) 1 Available 00098860
General lending MTU Kerry North Campus Library First Floor Main 658.848 KEE (Browse shelf(Opens below)) 0 Available 38888000704613
Total holds: 0

Enhanced descriptions from Syndetics:

This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.

Includes bibliographical references and indexes.

Part I: Introduction and overview -- Introduction to global marketing -- Part II: The global marketing environment -- Economic environment -- Social and cultural environments -- The political, legal and regulatory environments of global marketing -- Information technology environment -- Part III: Analysing and targeting global market opportunities -- Assessing global marketing opportunities -- Global segmentation, targeting and positioning -- Part IV: Global marketing strategy -- Market selection and market entry alternatives - exporting -- Production abroad and strategic alliances -- Global competition and strategy -- Part V: Creating global marketing programmes -- Product and service decisions -- Global pricing -- Global logistics and channel decisions -- Global marketing communication -- Part VI: Managing the global marketing programme -- Global organisational structures -- Global marketing management audit and control -- The future of global marketing.

Table of contents provided by Syndetics

  • Part I Introduction and Overview
  • 1 Introduction to global marketing Part I Case: Which Company is Transnational
  • Part II The Global Marketing Environment
  • 2 Economic environment
  • 3 Social and cultural environments
  • 4 The political, legal and regulatory environments of global marketing
  • 5 Information technology environment Part II Cases: Swatchmobile/Smart Car Euro Disney (A), (B) Coca-Cola: Universal approach?
  • Part III Analysing and Targeting Global Market Opportunities
  • 6 Assessing global marketing opportunities
  • 7 Global segmentation, targeting and positioning Part III Cases: Oriflame Integrating brand strategies after an acquisition: Schwartzkopf & amp; Henkel Cosmetics Rocking the boat at MTV
  • Part IV Global Marketing Strategy
  • 8 Market selection and market entry alternatives - exporting
  • 9 Production abroad and strategic alliances
  • 10 Global competition and strategy Part IV Cases: Czech beer goes worldwide Norsk Hydro fertilizers in the U.S. (A), (B)
  • Part V Creating Global Marketing Programs
  • 11 Product and service decisions
  • 12 Global pricing
  • 13 Global logistics and channel decisions
  • 14 Global marketing communication Part V Cases: The launch of GSM cellular telephones in South Africa Nokia and the cellular phone industry BASF in China: The marketing of Styropor
  • Part VI Managing the Global Marketing Program
  • 15 Global organisational structures
  • 16 Global marketing management audit and control
  • 17 The future of global marketing Part VI Cases: Benetton Group SpA: Raising consciousness and controversy with global advertising Singapore Prison Service Sicom GmbH and CD piracy