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1.Chapter on Global emarketing:
Students see impact of e-commerce on global marketing.
2.Cases—Kodak vs. Fuji, Education of an Expatriate, CEAC-China and Ascom Hasler, Inc.:
Provides students with new cases and teaching notes that refresh and update course.
3.The experience and insight of a distinguished advisory board:
Students learn what is happening in real practice.
4.Cases:
Cover consumer, industrial, low tech and high tech, product and services marketing.
5.A unique appendix—Identifies the location of global income and population and stages of development, country and region for 2000 with projections to the years 2010 and 2020:
Students can incorporate the latest economic data in decision making.
作者簡介
Warren J. Keegan
現職：Pace University
PART I: INTRODUCTION AND OVERVIEW
Ch 1 Introduction to Global Marketing
PART II: THE GLOBAL MARKETING ENVIRONMENT
Ch 2 The Global Economic Environment
Ch 3 The Political, Legal, and Regulatory Environments of Global Marketing
Ch 4 The Global Cultural Environment
PART III: ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNTIES
Ch 5 Global Customers
Ch 6 Global Marketing Information Systems and Research
Ch 7 Segmentation, Targeting, and Positioning
PART IV: GLOBAL MARKETING STRATEGY
Ch 8 Global Entry and Expansion Strategies
Ch 9 Competitive Analysis and Strategy
PART V: CREATING GLOBAL MARKETING PROGRAMS
Ch10 Product Decisions
Ch11 Pricing Decisions
Ch12 Global Marketing Channels
Ch13 Global Integrated Marketing Communications
PART VI: MANAGING THE GLOBAL MARKETING PROGRAM
Ch14 Global Organization and Leadership: Managing the Global Marketing Effort
Ch15 Global Corporate Social Responsibility and Environmental Sustainability
Ch16 The Future of Global Marketing
