For undergraduate Global/International Marketing courses. Suitable at the MBA level if used with supplemental cases. Global Marketing, 4e, draws students into the excitement, challenges, and controversies of global marketing. Its paperback format gives adopters flexibility while ensuring the total cost to students is reasonable. The fourth edition is packed with new chapter opening vignettes, end-of-chapter cases (50% new!), and new coverage including more on global digital marketing (Ch 17) and CRM (Ch 6).
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Book Description
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
From the Back Cover
WHAT MAKES THIS BOOK UNIQUE?
Warren Keegan and Mark Green approached the fourth edition of Global Marketing with this goal: To write a book that reflects current issues and events, features conceptual and analytical tools that will help the reader apply the 4Ps to global marketing, and is authoritative in content yet relaxed and assured in style and tone.
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Most Helpful Customer Reviews
6 of 6 people found the following review helpful:
5.0 out of 5 stars
Great BooK!,
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,
Amazon Verified Purchase(What's this?)
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,
Amazon Verified Purchase(What's this?)
This review is from: Global Marketing (5th Edition) (Paperback)
Good condition for the price. Shipped fast. Would definitely buy from this seller again.
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