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Global Marketing, 9/e


Global Marketing, 9/e
Author(s)  Warren J. Keegan and Mark C. Green
ISBN  9789352865284
Imprint  Pearson Education
Copyright  2018
Pages  624
Binding  Paperback
List Price  Rs. 875.00
  
 
 

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 Authors
  • Contents
  • Features
  • Downloadable Resources

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


 

 

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


 

 

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."


 

 
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