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.
Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and 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.
About the Author
Warren J. Keegan, Lubin School of Business, Pace University, New York City and Westchester and Visiting Professor at ESSEC (France)
Mark C. Green, Simpson College
Features
NEW! and REVISED! Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
NEW! Updated to reflect recent geopolitical changes, the text includes material on uprisings in North Africa and the Arab world and changes in the political climate of China.
NEW!Considers the broad concerns of the eurozone and Russia.
NEW! Updates regarding the post-recession recovery of the United States.
Although all of these storylines continue to unfold as this edition goes to press, the text looks to offer up-to-date, original insights into the complexities and subtleties of these shifts in the external environment and their implications for global marketers.
The text is written in clear, simple, easy-to-understand language, providing conceptual and analytical tools that help and prepare students to understand global marketing.
NEW! All tables containing key company, country, and industry data have been updated.
UPDATED! Discussion of the BRICS nations has been updated to incorporate the impact of slowing growth in China and the decline of commodity prices.
NEW! New discussion of social media is integrated throughout the Ninth Edition. Chapter 15 has been completely revised and updated to include discussion of location-based mobile platforms, cloud computing, tablets, wearable devices, and other cutting-edge topics.
UPDATED! The Innovation, Entrepreneurship, and the Global Startup sidebar has been expanded to include profiles of more visionary business leaders from around the world.
Table Content
Part I: Introduction
1. Introduction to Global Marketing
Part II: The Global Marketing Environment
2. The Global Economic Environment
3. The Global Trade Environment
4. Social and Cultural Environments
5. The Political, Legal, and Regulatory Environments
Part III: Approaching Global Markets
6. Global Information Systems and Market Research
7. Segmentation, Targeting, and Positioning
8. Importing, Exporting, and Sourcing
9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
Part IV: The Global Marketing Mix
10. Brand and Product Decisions in Global Marketing
11. Pricing Decisions
12. Global Marketing Channels and Physical Distribution
13. Global Marketing Communications Decisions I: Advertising and Public Relations
14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
15. Global Marketing and the Digital Revolution
Part V: Strategy and Leadership in the Twenty-First Century
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility
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