Global Marketing / Edition 5

Global Marketing / Edition 5

by Warren J. Keegan, Mark Green
Pub. Date:
Prentice Hall


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Global Marketing / Edition 5

Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment.

Product Details

ISBN-13: 9780131754348
Publisher: Prentice Hall
Publication date: 12/14/2007
Series: Pearson Custom Business Resources Series
Edition description: Older Edition
Pages: 672
Product dimensions: 8.36(w) x 10.90(h) x 0.97(d)

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. Going Global: 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.
Author/Name Index.
Subject/Company Index.


Global Marketing, Third Edition, builds on the worldwide success of Principles of Global Marketing and Global Marketing, Second Edition. The first two editions utilized an environmental and strategic approach by outlining the major dimensions of the global business environment and by providing a set of conceptual and analytical tools designed to prepare students to successfully apply the 4Ps to global marketing. Additionally, the first two editions were designed to be compact but comprehensive, authoritative but engaging, and highly readable. Comments from satisfied students attest that we accomplished our goal: "the textbook is very clear and easy to understand"; "an excellent textbook with many real-life examples"; "the authors use simple language and clearly state the important points"; "this is the best textbook that I am using this term"; "the authors have done an excellent job of writing a text that can be read easily." Principles of Global Marketing was the first textbook on the subject to be published in a full four-color format. In addition, when it appeared in fall 1996, the first edition invited students to "look ahead" and stay abreast of such developments as the ending of America's trade embargo with Vietnam, Europe's new currency, DaimlerBenz's Smart car project, and the controversy concerning Benettori s advertising. Those topics represented "big stories" in the global marketing arena and they continue to receive press coverage on a regular basis.

As was the case with the first two editions, we approached Global Marketing, Third Edition, with today's students and instructors in mind. Guided by our experience using the textin undergraduate and graduate classrooms and in corporate training seminars, we have revised, updated, and expanded Global Marketing, Third Edition, while retaining the best features of the first two editions. We have benefited tremendously from adopter feedback and input; we also continue to draw on our direct experience in the Americas, Asia, Europe, Africa, and the Middle East. The result is a text that addresses the needs of students and instructors in every part of the world. The English-language editions of Principles of Global Marketing and Global Marketing, Second Edition, have been used in many countries, including Australia, Canada, China, Ireland, Japan, Malaysia, and Sri Lanka; the texts are also available in Spanish, Portuguese, and Japanese editions.

The third edition includes new material on newsworthy and relevant topics such as the price of AIDS drugs in developing countries and the impact of electronic music file swapping on the global music industry. Current research findings have been incorporated into each of the chapters. For example, Dana L. Alden, Jan-Benedict Steenkamp, and Rajeev Batra's work on global consumer culture positioning (from Journal of Marketing, January 1999) is an important addition to Chapter 7 "Segmentation, Targeting, and Positioning," and Alan M. Rugman and Joseph R. D'Cruz's five partners model (discussed in their 2000 book Multinationals as Flagship Firms) is included in Chapter 10 "Strategic Elements of Competitive Advantage." We have added scores of up-to-date examples of global marketing practice as well as quotations from global marketing practitioners and industry experts. Throughout the text, organizational Web sites are referenced not as ornamental adornment but as essential pedagogical tools for further student study and exploration. A Companion Website is integrated with the text as well.

Each chapter contains several illustrations that bring global marketing td life. Chapter-opening vignettes introduce a company, country, product, or global marketing issue that directly relates to chapter themes and content. Many of the opening vignettes in the third edition are new, including those in Chapter 2, Chapter 5, Chapter 11, and Chapter 15. In addition, every chapter contains one or more sidebars with information on various themes including global marketing in action, risks and gambles, a look behind the scenes of global marketing, issues that are "open to discussion," and the cultural differences that challenge the global marketer.

The case set in Global Marketing, Third Edition, includes updates and revisions of earlier cases (e.g., Case 1-1 "McDonald's Expands Globally While Adjusting Its Local Recipe"); entirely new cases (e.g., Case 12-1 "Pricing AIDS Drugs in Emerging Markets," Case 131 "Wal-Mart's Global Expansion," and Case,15-1 "Napster and the Global Music Industry"); as well as holdovers of "oldies, but goodies" (e.g., Case 9-2 "Airlines Take to the Skies in Global Strategic Alliances"). The cases vary in length from a few hundred words to more than 2600 words, yet they are all short enough to be covered in an efficient manner. The new and revised cases were written with the same objectives in mind: to raise issues that will stimulate student interest and learning, to provoke class discussion, and to enhance the classroom experience for students and instructors alike. Every chapter and case has been classroom tested. Supplements to the text include an instructor's resource manual with a complete test item file and a Web site. The Web site also includes downloadable PowerPoint files. Special consideration was given to the test bank, with considerable effort devoted to minimizing the number of simplistic and superficial multiple-choice questions with "all of the above" type answers and replacing them with more challenging, thought-provoking questions.

One of the constant challenges authors of books about global marketing face is the rate of change in the global business environment. Yesterday's impossibility becomes today's reality. Books are quickly outdated by events. Even so, we believe that adopters will find Global Marketing Third Edition, to be as up-to-date, relevant, and useful to today's students of global marketing as any comparable text on the market, perhaps even more so.

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