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Global Marketing, 10th edition

  • Mark C. Green
  • , Warren J. Keegan

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The eTextbook for Global Marketing by Mark C. Green and Warren J. Keegan explores the major dimensions of the global business environment, while preparing you to pursue a career in related fields. Clear and easy to understand, the text incorporates analytical tools to simplify and contextualize the principles and practices of global marketing.

The 10th Edition focuses on current challenges facing international markets, narrowing in on relevant questions, concerns and crises. You’ll examine cases covering recent geopolitical developments and technological changes affecting marketing worldwide. Key features include:

  • Cases stimulate discussion and support comprehension. They cover well-known companies such as Apple, Google and McDonald’s.
  • Examples of current global marketing practices, along with quotes from global marketing practitioners, will help you draw parallels to real-world circumstances.
  • Discussion of hot topics, including social media, BRICS nations, sustainability and corporate social responsibility, build cross-cultural and technological awareness.
  • Recent research findings and tables with industry data expose students to the details of current conversations in the field.
  • Sidebars provide insights into the complexities, subtleties and outcomes of changes in global business, such as economic and social disruptions.

Together, the clear explanations, analytical tools and real-world examples of Global Marketing give you a well-rounded picture of global business and the implications for global marketing. And, by deepening your grasp of global business practices, you’ll develop the analytical prowess needed to interpret and respond to future shifts in international markets.

Published by Pearson (March 19th 2019) - Copyright © 2020

ISBN-13: 9780135638965

Subject: Marketing

Category: International Marketing

PART 1: INTRODUCTION
1. Introduction to Global Marketing

PART 2: 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 3: 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 4: 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 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility