Global Marketing

The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4 P’s to global marketing. The edition focuses on the changes in the world, including the global financial crisis.
Bring global marketing to life with real-world examples: New and Revised Cases. The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
Highlight the growing impact of emerging nations: Expanded Coverage on Emerging Markets. The unifying theme of the fifth edition was the growing impact of emerging nations in general—Brazil, Russia, India, and China in particular. In this edition, coverage of emerging markets has been expanded to include how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations have been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.
Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Web 2.0 on global marketing activities has increased dramatically since the fifth edition. New discussion of social media is integrated throughout this text.

KEEGAN, Warren J., GREEN, Mark C. Global Marketing. 6th edition. Pearson Education Limited, 2011.

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