Global Marketing

by Warren J. Keegan, Mark Green

For courses in global marketing. 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. Also Available with MyMarketingLab ™ MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. You are purchasing a standalone product; MyMarketingLab ™ does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search 0134472462 / 9780134472461 Global Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists

Genres: Business, Textbooks

624 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