Global Marketing
by Mark C. Green, Warren J. Keegan
10th Edition
Publisher: Pearson
Book Details
| Print ISBN | 9780134899756 |
| eText ISBN | 9780134899763 |
| Publisher | Pearson |
| Publishing Year | 2020 |
| Edition | 10th Edition |
| Language | English |
Global Marketing, 10th Edition, is a Pearson textbook that introduces students to international commerce through an environmental and strategic framework. The volume examines key dimensions of the worldwide business landscape while connecting core concepts to practical application. Contemporary examples highlight the questions, emerging concerns, and crises confronting global markets.
Coverage addresses the economic, social, and political conditions that shape international business alongside methods for approaching foreign markets. Discussion outlines market research, entry strategies, the international marketing mix, and long-term competitive advantage.
Updated case studies explore recent geopolitical events and technological changes. The volume pairs these practical scenarios with conceptual and analytical tools intended to prepare students for careers in global marketing and related fields.
Table of Contents
PART 1: INTRODUCTION
Chapter 1: Introduction to Global Marketing
PART 2: THE GLOBAL MARKETING ENVIRONMENT
Chapter 2: The Global Economic Environment
Chapter 3: The Global Trade Environment
Chapter 4: Social and Cultural Environments
Chapter 5: The Political, Legal, and Regulatory Environments
PART 3: APPROACHING GLOBAL MARKETS
Chapter 6: Global Information Systems and Market Research
Chapter 7: Segmentation, Targeting, and Positioning
Chapter 8: Importing, Exporting, and Sourcing
Chapter 9: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
PART 4: THE GLOBAL MARKETING MIX
Chapter 10: Brand and Product Decisions in Global Marketing
Chapter 11: Pricing Decisions
Chapter 12: Global Marketing Channels and Physical Distribution
Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations
Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
Chapter 15: Global Marketing and the Digital Revolution
PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
Chapter 16: Strategic Elements of Competitive Advantage
Chapter 17: Leadership, Organization, and Corporate Social Responsibility
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