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Global Marketing / Edition 3

Global Marketing / Edition 3

by Warren J. Keegan, Mark Green


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Product Details

ISBN-13: 9780130669988
Publisher: Pearson
Publication date: 08/01/2002
Edition description: Older Edition
Pages: 666
Product dimensions: 8.04(w) x 10.08(h) x 1.02(d)

About the Author

Dr. Warren J. Keegan. Dr. Keegan is Distinguished Professor of Marketing and International Business and Director of the Institute for Global Business Strategy at the Lubin School of Business, Pace University, New York City and Westchester. He is Visiting University Professor, Cranfield School of Management (UK), CEIBS (China European International Business School) Shanghai, the Wharton School, University of Pennsylvania Executive Programs, and ESSEC, Cergy - Pontoise (France). He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategic management and marketing and Keegan & Company LLP, a firm specializing in litigation support. The firm is affiliated with MarkPlus, the leading marketing consulting firm of Indonesia.

Dr. Keegan is the author of many books. His text, Global Marketing Management, Seventh Edition (2002, Prentice Hall, Inc.) is recognized as the leading Global Marketing text for M.B.A. courses around the world. His other books include Offensive Marketing (2004), Global Marketing, Third Edition (2003, Prentice Hall), Marketing Plans That Work, Second Edition (2002, Butterworth-Heinemann), Marketing, Second Edition (1995, Prentice Hall), Marketing Sans Frontieres (1994, InterEditions), Advertising Worldwide (1991, Prentice Hall), and Judgments, Choices and Decisions (1984, Wiley). He has published in leading business journals including the Harvard Business Review, Journal of Marketing, Journal of International Business Studies, Administrative Science Quarterly, and the Columbia Journal of World Business.

He isa former MIT Fellow in Africa where he served as Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission for the Government of Tanzania. He was a consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm.

Dr. Keegan holds an M.B.A. and doctorate from the Harvard Business School. He has been a visiting professor at New York University, INSEAD (France), IMD (Switzerland), The Stockholm School of Economics, Emmanuel College of Cambridge University, and at the University of Hawaii. He is a former faculty member of Columbia Business School, Baruch College, and The School of Government and Business Administration of The George Washington University.

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). His biography is listed in Marquis Who's Who in America. He is a member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC), Montreal; the Editorial Advisory Board, Cranfield School of Management; and Financial Times Management Monograph Series and is a current or former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), InterAd, 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 linguists from Cornell University and an M.B.A. degree in marketing management from Syracuse University.

In addition to co-authoring Global Marketing, Fourth 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, Fourth Edition, by William Wells, John Burnett, and Sandra Moriarty (1997); Behavior in Organizations, Sixth Edition, by Jerald Greenberg and Robert Baron (1996); Business, Fourth Edition, 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 (USAID) 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 the 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.

Table of Contents


Chapter 1 Introduction to Global Marketing

Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe

Case 1-2 Acer Inc.


Chapter 2 The Global Economic Environment

Case 2-1 Vietnam's Market Potential

Case 2-2 Is China’s Currency Too Strong?

Chapter 3 The Global Trade Environment

Case 3-1 The Free Trade Area of the Americas

Chapter 4 Social and Cultural Environments

Case 4-1 Fair Trade Coffee: Ethics, Religion and Sustainable Production

Case 4-2 Barbie: The American Girl Goes Global

Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing ­

Case 5-1 America’s Cuba Conundrum

Case 5-2 Genetically Modified Organisms


Chapter 6 Global Information Systems and Market Research

Case 6-1 Research Helps Whirlpool Act Local in a Global Market

Chapter 7 Segmentation, Targeting, and Positioning

Case 7-1 Carmakers Target Gen Y

Case 7-2 The Youth of the World Proclaim ” We Want Our MTV”

Chapter 8 Importing, Exporting, and Sourcing

Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing Countries

Case 8-2 U.S. Sugar Subsidies–Too Sweet a Deal?

Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Case 9-1 Ford Bets Billions on Jaguar

Case 9-2 SABMiller in China


Chapter 10 Product and Brand Decisions

Case 10-1 The Video Console Wars

Case 10-2 The Smart Car

Chapter 11 Pricing Decisions

Case 11-1 LVMH and Luxury Goods Marketing

Chapter 12 Global Marketing Channels and Physical Distribution

Case 12-1 Carrefour Expands Abroad

Case 12-2 The Future of Radio Frequency Identification

Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations

Case 13-1 Adidas-Solomon

Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication,

Case 14-1 Marketing an Industrial Product in Latin America


Chapter 15 Strategic Elements of Competitive Advantage

Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of Competitive Advantage

Case 15-2 Lego

Chapter 16 Leading, Organizing, and Controlling the Global Marketing Effort

Case 16-1 A Marketer Takes the Wheel at Volkswagen AG:

Case 16-2 Boeing Versus Airbus: A Battle for the Skies

Chapter 17 The Digital Revolution and the Global E-Marketplace

Case 17-1 eBay in Asia

Case 17-2 Blackberry in Japan


Case 17-2 Apple and the Digital Rights Management Controversy


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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