Global Marketing Management (7th Edition) (Paperback)

by Warren J. Keegan (Author)

Editorial Reviews

Review

"In the seventh edition of his successful text, Warren Keegan offers a unique blend of managerial relevance, up-todate examples and theoretical insight. This text is a pleasure to read for students and practitioners alike. Once again, this edition convincingly demonstrates why Warren Keegan's text stands out from the crowd." — Professor Bodo B. Schlegelmilch, Editor, Journal of International Marketing Chair of International Marketing and Management, Vienna University of Economics and Business Administration

"Warren Keegan's new edition of Global Marketing Management will be a classic text, for its scope, breadth, and insights. He takes the reader with ease, clarity and high competence from the fundamentals of Global Marketing Management to the frontiers of Global e-marketing. In a digitizing world, where the globalization of marketing will be increasingly instantaneous and irreversible, Keegan's book, I predict, will be essential reading and an indispensable reference." — Howard V. Perlmutter, Ph.D, Emeritus Professor of Social Architecture and Management, The Wharton School

"Keegan's Global Marketing Management, Seventh Edition, is an impressive revision of the classic work on global marketing and is without question the world's leading textbook for students and reference for business executives on international and global marketing. Warren Keegan covers everything, from the fundamental concepts; tools and core issues to the contemporary up to the minute 'hot' topics. Keegan is the world's leading 'guru' on Global Marketing and he shares his vast understanding and knowledge in this impressive revision." — Hermawan Kartajaya, Governor, Asia Pacific Marketing Federation

"Warren Keegan is to global marketing what Philip Kotler is to marketing. As a student, then as a teacher, Keegan was my hero and there is still no one who comes anywhere near him for depth, excitement, clarity, and vision. This seventh edition is a book that stands head and shoulders above all others. It pushes the state-of-the-art to even new frontiers. For anyone interested in global marketing, whether student, teacher, or practitioner, this book is a must." — Professor Malcolm H.B. McDonald, Professor of Marketing Strategy and Deputy Director, Cranfield School of Management

Product Description
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.

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Product Details

• Paperback: 617 pages
• Publisher: Prentice Hall; 7 edition (July 23, 2001)
• Language: English
• ISBN-10: 0130332712
• ISBN-13: 978-0130332714
• Product Dimensions: 10.1 x 8.1 x 1.1 inches
• Shipping Weight: 2.9 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #590,063 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars A leading book in the field, August 11, 2005

By	Prof S. M. Burgess (Cape Town, South Africa) - See all my reviews (REAL NAME)

Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s. He is a legend in the field and is widely credited as the father of the global marketing concept.

The 7th edition of his leading text does not disappoint the demanding reader and carries on the tradition of earlier editions. He walks the talk, writing for and speaking to a global audience. It is clear that he is one who has "been there" and knows international markets.

The book presents a very sound basis for learning and is a leading text for full courses in global marketing in many leading MBA programs. It also enjoys a large readership by business execs around the world.

"Global Marketing" opens with a very sound introduction to global marketing analysis and strategy. The international trading environment is well described and the text simplies the complexity of international trading blocs, the WTO, and other influences on marketing strategy today.

Keegan's global marketing texts have always been strong on introducing readers to technical terms used in international trade and exporting and explaining the flow of paperwork (i.e., letters of credit, etc.) one encounters in international trade. This current edition does not disappoint in this regard.

There is a good introduction to factors that motivate consumers and customers to choose and use products that is applicable in consumer, business, services, and high technology markets. The book finishes with a very sound coverage of the marketing mix (i.e., product, price, promotion, and distribution) strategies.

A number of case studies are well integrated into the text to illustrate typical business decisions global marketers must make. I have prescribed this text for more than a decade and it always has been rated as the best or among the best textbooks prescribed for our marketing courses.

3 of 3 people found the following review helpful:

5.0 out of 5 stars clear, understandable jargon, November 25, 2002

By A Customer

Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.

3 of 4 people found the following review helpful:

2.0 out of 5 stars Students found this to be informative but not presented well, July 14, 2000

By A Customer

This review is from: Global Marketing Management (6th Edition) (Hardcover)

Valuable, current information presented in a rather dull, uninteresting format according to MBA students. Very comprehensive.