Global Marketing 9th Edition Keegan Test Bank

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Product details:

• ISBN-10 ‏ : ‎ 013413818X
• ISBN-13 ‏ : ‎ 978-0134138183
• Author: Warren Keegan, Mark Green 

Familiarizes Readers with Global Marketing and the Global Business Environment

Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors’ goal has been to write a book that’s authoritative in content yet relaxed and assured in style and tone.

Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing.

Table of contents:

Part I: Introduction

1. Introduction to Global Marketing

Part II: The Global Marketing Environment

2. The Global Economic Environment

3. The Global Trade Environment

4. Social and Cultural Environments

5. The Political, Legal, and Regulatory Environments

Part III: Approaching Global Markets

6. Global Information Systems and Market Research

7. Segmentation, Targeting, and Positioning

8. Importing, Exporting, and Sourcing

9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

Part IV: The Global Marketing Mix

10. Brand and Product Decisions in Global Marketing

11. Pricing Decisions

12. Global Marketing Channels and Physical Distribution

13. Global Marketing Communications Decisions I: Advertising and Public Relations

14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

15. Global Marketing and the Digital Revolution

Part V: Strategy and Leadership in the Twenty-First Century

16. Strategic Elements of Competitive Advantage

17. Leadership, Organization, and Corporate Social Responsibility

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