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Global Marketing by Mark Green and Warren Keegan (2016, Trade Paperback)

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For courses in global marketing. Familiarizes Readers with Global Marketing and the Global Business Environment 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. Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing 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. Also Available with MyMarketingLab(TM) MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. NOTE: You are purchasing a standalone product; MyMarketingLab(TM) does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for: 0134472462 / 9780134472461 Global Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists of: 0134129946 / 9780134129945 Global Marketing 0134149742 / 9780134149745 MyMarketingLab with Pearson eText -- Access Card -- for Global Marketing

Product Identifiers

Publisher
Pearson Education
ISBN-10
0134129946
ISBN-13
9780134129945
eBay Product ID (ePID)
219193156

Product Key Features

Author
Warren Keegan, Mark Green
Publication Name
Global Marketing
Format
Trade Paperback
Language
English
Subject
Marketing / General, Exports & Imports
Publication Year
2016
Type
Textbook
Subject Area
Business & Economics
Number of Pages
624 Pages

Dimensions

Item Length
0.4 in
Item Height
0.4 in
Item Width
0.4 in
Item Weight
40.6 Oz

Additional Product Features

Edition Number
9
LCCN
2015-022265
Lc Classification Number
Hf1416.K443 2016
Table of Content
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
Copyright Date
2017
Target Audience
College Audience
Dewey Decimal
658.8/4
Dewey Edition
23
Illustrated
Yes

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item 1 Global Marketing
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item 2 Global Marketing Paperback Mark, Keegan, Warren Green
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item 6 Global Marketing by Keegan, Warren, Green, Mark
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item 7 Global Marketing by Mark C. Green and Warren J. Keegan (2016, Trade Paperback)
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Global Marketing by Mark Green and Warren Keegan (2016, Trade Paperback)

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