Global Marketing (2nd Edition) [Paperback]

Warren J. Keegan (Author), Mark C. Green (Author)

Book Description

Publication Date: July 28, 1999 | ISBN-10: 0130842680 | ISBN-13: 978-0130842688 | Edition: 2nd

This successful new text offers a concise introduction to the field that is presented in a lively student oriented 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. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies mentioned in the text and continuous updates to chapter discussions; and chapter-ending skill-building exercises keyed to the Internet *Concise, issue-oriented and timely cases. Profiles such businesses/topics as McDonald's; Acer, Inc.; the European Monetary Union; the US vs. Cuba; airlines global alliances; LVMH and luxury goods marketing; and more *Presents concepts under discussion at work in the real world, offering the immediate application of principles and stimulating lively class discussion

Editorial Reviews

Review

"The main strength [of Global Marketing] is the ability of the authors to link examples to the basic theoretical concepts that has been previously discussed or that assumed to be known from previous principles class." — University of Central Florida reviewer

"Strengths of [Global Marketing] include clarity in writing, good organization, strong examples/illustrations, and an industry, or as my students say-"real world," perspective." — Samford University reviewer

"I found the explanation of documentary credit to be excellent. This is a concept that students often misunderstand in other textbooks." — Samford University reviewer

"I think [the author's writing style, use of examples, and clarity of explanation] are the strength of the textbook. They are easy to understand, good use of examples and are clear in discussion." — Monmouth University reviewer

"I think the author's writing styles is one of the great strengths of the book. It is well written and easy to read." — University of North Florida reviewer

--This text refers to an out of print or unavailable edition of this title.

From the Back Cover

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.

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Product Details

• Paperback: 640 pages
• Publisher: Prentice Hall College Div; 2nd edition (July 28, 1999)
• Language: English
• ISBN-10: 0130842680
• ISBN-13: 978-0130842688
• Product Dimensions: 9.9 x 7.8 x 1 inches
• Shipping Weight: 2.6 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #2,752,944 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars Great BooK!, July 18, 2007

By 

Coconutkt (San Antonio, Texas) - See all my reviews

This review is from: Global Marketing (4th Edition) (Paperback)

This was a text used in class, and while the teacher did mostly lecturing without the text, it was a great resource-easy to understand, and highly applicable. THe text does a great job of really explaining the material in a clear and concise manner.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Informative, October 26, 2008

By 

H. S. Gazzaz - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Global Marketing (5th Edition) (Paperback)

Great Book, information is updated on the 5th edition.. I personally use it for MY MBA.. there are a lot of books out there, the reason i bought this one is because i had to (PART OF MY MBA) none the less .. its a good textbook and a keeper

1 of 1 people found the following review helpful:

5.0 out of 5 stars good buy, June 29, 2010

By 

agurska - See all my reviews

Amazon Verified Purchase

This review is from: Global Marketing (5th Edition) (Paperback)

Good condition for the price. Shipped fast. Would definitely buy from this seller again.