Mark C. Green, Warren J. Keegan

Global Marketing

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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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PART 1 – Introducton
Chapter 1: Introduction to Global Marketing

PART 2 – The Global Marketing Environment
Chapter 2: The Global Economic Environment
Chapter 3: Regional Market Characteristics and Preferential Trade Agreements
Chapter 4: Social and Cultural Environments
Chapter 5: The political, legal and regulatory environments

PART 3 – Approaching Global Markets
Chapter 6: Global Information and Market Research Systems
Chapter 7: Segmentation, segmentation, and positioning
Chapter 8: Importing, Exporting and Sourcing
Chapter 9: Global Market Entry Strategies: Licensing, Investment and Strategic Alliances

PART 4 – The Global Markets Mix
Chapter 10: Brand and Product Decisions in Global Marketing
Chapter 11: Pricing decisions
Chapter 12: Global Marketing and Physical Distribution Channels
Chapter 13: Global Marketing Communication Decisions I: Advertising and Public Relations
Chapter 14: Global Marketing Communication Decisions II: Sales Promotion, Personal Sales, Special Forms of Marketing Communication
Chapter 15: Digital Revolution

PART 5 – Estrategy and Leadership in the Twenty-First Century
Chapter 16: Strategic Elements of Competitive Advantage
Chapter 17: Leadership, Organization and Corporate Social Responsibility

Informação adicional

Peso 1,293 kg
Dimensões 27,5 × 22 cm
Organizador (es)

Mark C. Green, Warren J. Keegan




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