Global Marketing Management 7th Ed

Warren keegan's seventh edition of global marketing management maintains its authoritative position as the invaluable text for mba students studying international marketing/global marketing. Comprehensive coverage of topics from the fundamental concepts to the contemporary opportunities and challenges of e-marketing, makes the book an indispensable reference tool for business executives and marketing practitioners as well. The book discusses the theory, dimensions, strategies, and practices of good global marketing against a background of liberalization, multilateral and regional economic integrations, and the emerging competition from low income economies. It effectively communicates the theory and practice of applying the universal discipline of marketing to the global opportunities found in today's world markets. Finally, it addresses the implications of internet marketing/e-commerce, examines how international business and alliances are managed, and looks at the future of global marketing.