Global Marketing

Global Marketing : International Edition

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For undergraduate courses in Global International Marketing. Suitable at the graduate-level/MBA level if used with supplemental cases.

The Third Edition draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives adopters the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable. 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.
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Product details

  • Paperback | 666 pages
  • 25 x 253mm | 1,170g
  • Pearson
  • United States
  • 3rd edition
  • Illustrations (some col.), col. maps, ports.
  • 0131224530
  • 9780131224537

Table of contents


1. Introduction to Global Marketing.

2. The Global Economic Environment.
3. The Global Trade Environment: Regional Market Characteristics and Preferential Trade Agreements.
4. Social and Cultural Environments.
5. The Political, Legal, and Regulatory Environments of Global Marketing.
6. Global Information Systems and Market Research.

7. Segmentation, Targeting, and Positioning.
8. Sourcing Strategies: Exporting and Importing.
9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances.
10. Strategic Elements of Competitive Advantage.

11. Product and Brand Decisions.
12. Pricing Decisions.
13. Global Marketing Channels and Physical Distribution.
14. Global Marketing Communications Decisions I: Advertising and Public Relations.
15. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media.

16. Leading, Organizing, and Controlling the Global Marketing Effort.
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About Warren J. Keegan

Dr. Warren J. Keegan. Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)-Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise-France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.-New York, and MarkPlus, Indonesia's leading marketing consulting firm. Dr. Keegan is Chairman of the MarkPlus Global Institute-Singapore.

He wrote the first multinational marketing textbook and is one of the world's leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics.

His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board.

Dr. Keegan is the author or co-author of many books, including Global Marketing Management (7th ed., Prentice Hall, 2002), Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butter-worth Heinemann, 1997), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions, 1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business.

Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm.

He is a Lifetime Fellow of the Academy of International Business; Individual Eminent Person (IEP) appointed by Asian Global Business Leaders Society (other awardees include Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt); listed in Marquis Who's Who in America, 55th and earlier editions; member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC)-Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is a former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), Inter-Ad, Inc., American Thermal Corporation, Inc., Halfway Houses of Westchester, Inc., Wainwright House, and The Rye Arts Center.

Dr. Mark C. Green. Dr. Green is Professor of Management and Marketing at Simpson College in Indianola, Iowa, where he teaches courses in management, marketing, advertising, international marketing, innovation, and Russian language. He earned his B.A. degree in Russian literature from Lawrence University, M.A. and Ph.D. degrees in Russian linguistics from Cornell University, and an M.B.A. degree in marketing management from Syracuse University.

In addition to co-authoring Global Marketing Third Edition with Warren Keegan, Dr. Green has also contributed case studies and chapter materials to several other textbooks published by Prentice Hall. These include: Advertising Principles and Practices, 4th ed., by William Wells, John Burnett, and Sandra Moriarty (1997); Behavior in Organizations, 6th ed., by Jerald Greenberg and Robert Baron (1996); Business, 4th ed., by Ricky Griffin and Ronald Ebert (1995); and Principles of Marketing, by Warren Keegan, Sandra Moriarty, and Thomas Duncan (1992). Dr. Green has also written essays on technology and global business that have appeared in The Des Moines Register and other newspapers.

Dr. Green has traveled to the former Soviet Union on numerous occasions. In 1995 and 1996, he participated in a grant project funded by the U.S. Agency for International Development }and presented marketing seminars to audiences in Nizhny Novgorod. In addition, Dr. Green has served as a consultant to several Iowa organizations that have business and cultural ties with Russia and other former Soviet republics. Dr. Green has lectured in Russia and Ukraine on topics relating to emerging market economies. His 1992 monograph, "Developing the Russian Market in the 1990s," received an award from the Iowa-based International Network on Trade.

In 1997, Dr. Green was recipient of Simpson College's Distinguished Research and Writing Award. Dr. Green also received the 1995 Distinguished Teaching Award for senior faculty. In 1990, he was the recipient of Simpson's Excellence in Teaching Award for junior faculty. He also received the 1988 Outstanding Faculty of the Year awarded by the Alpha Sigma Lambda adult student honorary at Simpson College.
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