Global Marketing, Global Edition

By (author) Keegan, Warren J.; By (author) Green, Mark C.
Description:
For global marketing courses.

Three decades of success preparing global marketers. Global Marketing offers a compelling, authoritative narrative on marketing in the era of globalisation. The authors take an environmental and strategic approach focused on the major dimensions of global business. Analytical tools equip students for professional applications of the 4Ps: product, price, place and promotion.

With an easy-to-consume style and tone, the 11th Edition explores complex shifts in global business and what they mean for marketers. New cases and coverage reflect the rapid pace of change across global economies, commerce and technologies, including social media, AI and other cutting-edge innovations.

Table of contents:
PART 1: INTRODUCTION

1. Introduction to Global Marketing

PART 2: THE GLOBAL MARKETING ENVIRONMENT

1. The Global Economic Environment
2. The Global Trade Environment
3. Social and Cultural Environments
4. The Political, Legal, and Regulatory Environments

PART 3: APPROACHING GLOBAL MARKETS

1. Global Information Systems and Market Research
2. Segmentation, Targeting, and Positioning
3. Importing, Exporting, and Sourcing
4. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

PART 4: THE GLOBAL MARKETING MIX

1. Brand and Product Decisions in Global Marketing
2. Pricing Decisions
3. Global Marketing Channels and Physical Distribution
4. Global Marketing Communications Decisions I
5. Global Marketing Communications Decisions II
6. Global Marketing and the Digital Revolution

PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

1. Strategic Elements of Competitive Advantage
2. Leadership, Organization, and Corporate Social Responsibility

Biographical note:
About our authors

Dr. Mark C. Green is Professor of Management at Simpson College in Indianola, Iowa, where he teaches courses in management, marketing, advertising, international marketing, and entrepreneurship and innovation. He has also been a Visiting Professor at the University of Iowa’s Tippie College of Business. During the 2011 to 2012 academic year, he taught Principles of Marketing and International Marketing for the Consortium of Universities for International Studies (CUIS) in Paderno del Grappa, Italy. In Fall of 2017 he spent a semester teaching, researching and writing at the University of Roehampton in London.

Dr. Green earned his BA degree in Russian literature from Lawrence University; MA and PhD degrees in Russian linguistics from Cornell University; and an MBA degree in marketing management from Syracuse University.

In addition to co-authoring Global Marketing, 11th Edition, he was Senior Contributing Author for Principles of Marketing, an open-source textbook published by Open Stax in 2023. Dr. Green has also written essays on technology and global business for the Des Moines Register.

Over a 25-year period, he traveled to the former Soviet Union and Russia on numerous occasions. He participated in a grant project funded by the US Agency for International Development (USAID) and presented marketing seminars to audiences in Nizhny Novgorod. In addition, he has served as a consultant to Iowa organizations that have business and cultural ties with Russia and other former Soviet republics. He has lectured in Russia and Ukraine on topics relating to emerging market economies. In 1992, in the early days of the post-Soviet era, his monograph titled Developing the Russian Market received an award from the Iowa-based International Network on Trade.

Dr. Green has been the recipient of several awards at Simpson College, including a Distinguished Research and Writing Award, a Dist