Global Marketing Management. A European Perspective

Keegan's Global Marketing Management is a long-established and well-known book within international marketing. This European edition draws on the efforts of one of Europe's leading international marketing scholars to produce a comprehensive and user-friendly introduction to this popular subject. Logically structured in six parts the book first provides an overview of the international marketing environment. Each part then covers the issues of selecting appropriate markets, formulating strategy, creating the global marketing mix and finally managing the program. Unlike many texts the book has excellent coverage of the European experience of international marketing. In particular the book examines the tension between the desire for global standardisation and the need for local adaptation. Substantially updated to reflect the European experience of international marketing, the book contains: A wealth of boxed mini-case studies entitled Global Perspective and European Focus. European Focus cases also include essay questions designed to test students understanding. Longer end-of-part cases from a variety of international contexts and industries. A wealth of pedagogical tools to enhance the learning experience including: introductory practice links, concepts and definitions, key points to remember and web mistress's hotspots. Excellent coverage of web-related activities with plenty of examples throughout and an entirely new chapter on the information technology environment. Global Marketing Management is ideal for all students of global marketing at undergraduate, postgraduate and MBA levels. It is fully supported with an extensive.