GLOBAL MARKETING MANAGEMENT

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1、EighthEditionGLOBALMARKETINGMANAGEMENTWarrenJ.KeeganProfessorEmeritus,LubinSchoolofBusiness,PaceUniversity,NewYorkCityandWestchesterFellow,AcademyofInternationalBusinessWithElyseArnowBrillInternationalEditionscontributionsbySandeepPuriInstituteofManagementTechnolo

2、gyGhaziabadPEARSONBostonColumbusIndianapolisNewYorkSanFranciscoUpperSaddleRiverAmsterdamCapeTownDubaiLondonMadridMilanMunichParisMontrealTorontoDelhiMexicoCitySaoPauloSydneyHongKongSeoulSingaporeTaipeiTokyoCONTENTSPreface17Acknowledgements19PartIIntroductionandOve

3、rview23Chapter1INTRODUCTIONTOGLOBALMARKETING23Introduction23Marketing:AUniversalDiscipline25TheMarketingConcept25TheThreePrinciplesofMarketing28Customer-ValueandtheValueEquation28CompetitiveorDifferentialAdvantage29Focus29GlobalMarketing:WhatItIsandWhatItIsNot29Th

4、eStandardizationDebate30GlobalizationandGlobalMarketing34ManagementOrientations37EthnocentricOrientation38PolycentricOrientation39RegiocentricandGeocentricOrientations39DrivingandRestrainingForces40DrivingForces41RestrainingForces48OutlineofThisBook49ChapterSummar

5、y49•DiscussionQuestions50•SuggestedReadings50Appendix:The18GuidingPrinciplesofLegacyMarketing51PartIITheGlobalMarketingEnvironment58Chapter2THEGLOBALECONOMICENVIRONMENT58Introduction58TheWorldEconomy—AnOverview60TheWorldEconomy:ImportantTrends61EconomicActivityWil

6、lShiftfromWesttoEast62AgingWorldwidePopulationWillDemandIncreasingLevelsofProductivityandEfficiency63ShiftsandGrowthinConsumerSegmentsWillResultinChangesintheGlobalConsumerMarketplace63ChangingIndustryStructuresandEmergingNewModelsofCorporateOrganizationWillbeChar

7、acteristicofGrowingGlobalCompetition64ContentsTheDemandforNaturalResourcesWillContinuetoGrow,ResultinginGrowingPressureonanAlreadyStrainedGlobal,NaturalEnvironment64ScrutinyofGlobalFirms'WorldwidePracticesWillIncreaseastheReachandScaleofGlobalFirmsExpand;Increasin

8、gRegulationWillShapetheStructureandConductofWholeIndustries65TheEconomicsofInformationWillBeTransformedastheUbquitousNatureofInformationExpands66TalentP