Global Marketing

by Warren J. Keegan, Mark C. Green

For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, including the global financial crisis.

Genres: Business, Textbooks

483 pages, Paperback

First published July 28, 1999

Reviews

[Nazanin Moshiri]

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]

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

[Erna]

Quite insightful.

[Shahan Aaron]

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]

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]

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.]

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

[Muez]

Nice