Global Marketing

by Warren J. Keegan, Mark C. Green

The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. For those entering the global job market, especially helpful for hirees of import/export departments.

Genres: Business, Textbooks

636 pages, Paperback

First published July 28, 1999

Reviews

[Nazanin Moshiri · Rating 3 out of 5]

یکی از دروس مورد علاقه ی من در طول دانشگاه این درس بود. به نظرم نکات روانشناختی جالبی در ارتباط با کنش مشتری ارائه میده. البته سطح داخلی برای من آموزنده تر و ملموس تر بود نسبت به جهانی. امیدوارم نمره دادن استادم هم همین قدر جالب باشه :)))

[Jack · Rating 4 out of 5]

Interesting textbook covering material for an international marketing course I took. Helped me to add another A to my transcript.

[Erna · Rating 4 out of 5]

Quite insightful.

[Shahan Aaron · Rating 3 out of 5]

The entirety of the book focuses on large corporations and the marketing strategies that worked and failed for them. It discusses various aspects of marketing entry anywhere other than home base. It doesn't mention anything about how small and medium enterprises can reach transnational and global status. The examples being recent makes it an interesting read. Everything mentioned is pre-pandemic, so, impact and reach of these large corporations will be drastic.

[Cales · Rating 1 out of 5]

Not my favorite book of the semester. Chapters were longer than they needed to be to get the idea across. Less is more in this case.

[Joshua Adams · Rating 3 out of 5]

Copyrighted 2013 making this book a dinosaur however I did need it for my global marketing class and it got the job done there.

[Phil Fox]

The beginning of my interest in international marketing.

[Riley K. · Rating 4 out of 5]

Very informative read that helped me gain a new perspective on global marketing.

[Muez · Rating 5 out of 5]

Nice