Global Marketing
Book Summary:
This text book is a foundational text for understanding international marketing strategies and practices. The book begins by outlining the importance of global marketing and the challenges businesses face when entering international markets. It delves into the external factors that impact global marketing, such as economic, cultural, political, and legal environments, and discusses various market entry strategies like exporting, licensing, and joint ventures. The text emphasizes the importance of global market research in understanding consumer behavior and market trends, and it offers strategies for developing effective global marketing plans. Key topics include global product management, pricing strategies, and distribution logistics, providing a comprehensive view of managing global marketing operations.
ISBN’s: 9780133545005, 9781292017389
Authors:
Warren J. Keegan, Mark C. Green
