Global Marketing
Global Marketing
- ISBN 13:
9780131469198
- ISBN 10:
0131469193
- Edition: 4th
- Format: Paperback
- Copyright: 01/01/2008
- Publisher: Prentice Hall
- Newer Edition
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Summary
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.
Table of Contents
Read morePreface | xv | ||||
| 1 | (44) | |||
| 1 | (44) | |||
| 3 | (5) | |||
| 4 | (4) | |||
| 8 | (5) | |||
| 13 | (2) | |||
| 15 | (6) | |||
| 16 | (2) | |||
| 18 | (1) | |||
| 19 | (2) | |||
| 21 | (7) | |||
| 21 | (6) | |||
| 27 | (1) | |||
| 28 | (17) | |||
| 45 | (144) | |||
| 45 | (36) | |||
| 46 | (3) | |||
| 49 | (4) | |||
| 49 | (1) | |||
| 49 | (1) | |||
| 50 | (3) | |||
| 53 | (13) | |||
| 55 | (2) | |||
| 57 | (1) | |||
| 57 | (2) | |||
| 59 | (2) | |||
| 61 | (2) | |||
| 63 | (2) | |||
| 65 | (1) | |||
| 66 | (2) | |||
| 68 | (1) | |||
| 69 | (12) | |||
| 70 | (1) | |||
| 71 | (1) | |||
| 71 | (1) | |||
| 72 | (1) | |||
| 73 | (8) | |||
| 81 | (36) | |||
| 82 | (1) | |||
| 83 | (4) | |||
| 83 | (1) | |||
| 84 | (1) | |||
| 85 | (1) | |||
| 85 | (2) | |||
| 87 | (2) | |||
| 89 | (9) | |||
| 89 | (1) | |||
| 90 | (2) | |||
| 92 | (2) | |||
| 94 | (1) | |||
| 95 | (1) | |||
| 96 | (1) | |||
| 97 | (1) | |||
| 98 | (6) | |||
| 98 | (2) | |||
| 100 | (1) | |||
| 101 | (2) | |||
| 103 | (1) | |||
| 103 | (1) | |||
| 104 | (2) | |||
| 104 | (2) | |||
| 106 | (1) | |||
| 106 | (11) | |||
| 106 | (1) | |||
| 107 | (1) | |||
| 108 | (9) | |||
| 117 | (34) | |||
| 119 | (13) | |||
| 120 | (1) | |||
| 120 | (1) | |||
| 121 | (3) | |||
| 124 | (2) | |||
| 126 | (3) | |||
| 129 | (3) | |||
| 132 | (1) | |||
| 133 | (5) | |||
| 138 | (1) | |||
| 139 | (4) | |||
| 140 | (1) | |||
| 140 | (1) | |||
| 141 | (1) | |||
| 142 | (1) | |||
| 143 | (8) | |||
| 151 | (38) | |||
| 152 | (9) | |||
| 153 | (1) | |||
| 154 | (3) | |||
| 157 | (3) | |||
| 160 | (1) | |||
| 161 | (19) | |||
| 162 | (2) | |||
| 164 | (12) | |||
| 176 | (4) | |||
| 180 | (9) | |||
| 180 | (9) | |||
| 189 | (139) | |||
| 189 | (36) | |||
| 190 | (5) | |||
| 195 | (2) | |||
| 197 | (2) | |||
| 199 | (26) | |||
| 200 | (1) | |||
| 201 | (2) | |||
| 203 | (1) | |||
| 203 | (2) | |||
| 205 | (1) | |||
| 205 | (9) | |||
| 214 | (4) | |||
| 218 | (1) | |||
| 219 | (1) | |||
| 220 | (5) | |||
| 225 | (37) | |||
| 226 | (16) | |||
| 228 | (7) | |||
| 235 | (2) | |||
| 237 | (3) | |||
| 240 | (1) | |||
| 241 | (1) | |||
| 242 | (5) | |||
| 242 | (1) | |||
| 243 | (1) | |||
| 244 | (1) | |||
| 245 | (2) | |||
| 247 | (1) | |||
| 248 | (2) | |||
| 248 | (1) | |||
| 249 | (1) | |||
| 250 | (1) | |||
| 250 | (12) | |||
| 251 | (1) | |||
| 251 | (1) | |||
| 252 | (1) | |||
| 253 | (1) | |||
| 254 | (8) | |||
| 262 | (31) | |||
| 264 | (1) | |||
| 265 | (6) | |||
| 266 | (1) | |||
| 267 | (4) | |||
| 271 | (4) | |||
| 274 | (1) | |||
| 275 | (1) | |||
| 275 | (2) | |||
| 277 | (1) | |||
| 278 | (1) | |||
| 279 | (3) | |||
| 279 | (1) | |||
| 280 | (1) | |||
| 281 | (1) | |||
| 282 | (1) | |||
| 282 | (1) | |||
| 282 | (11) | |||
| 283 | (1) | |||
| 284 | (1) | |||
| 285 | (1) | |||
| 285 | (1) | |||
| 285 | (1) | |||
| 286 | (1) | |||
| 286 | (7) | |||
| 293 | (35) | |||
| 295 | (3) | |||
| 297 | (1) | |||
| 298 | (8) | |||
| 299 | (4) | |||
| 303 | (3) | |||
| 306 | (3) | |||
| 309 | (7) | |||
| 311 | (1) | |||
| 312 | (1) | |||
| 313 | (1) | |||
| 313 | (1) | |||
| 314 | (1) | |||
| 315 | (1) | |||
| 316 | (3) | |||
| 319 | (1) | |||
| 319 | (1) | |||
| 320 | (1) | |||
| 320 | (1) | |||
| 321 | (7) | |||
| 328 | (174) | |||
| 328 | (36) | |||
| 329 | (12) | |||
| 330 | (1) | |||
| 330 | (2) | |||
| 332 | (1) | |||
| 333 | (1) | |||
| 333 | (2) | |||
| 335 | (4) | |||
| 339 | (2) | |||
| 341 | (3) | |||
| 344 | (2) | |||
| 344 | (1) | |||
| 345 | (1) | |||
| 346 | (1) | |||
| 346 | (8) | |||
| 348 | (1) | |||
| 349 | (1) | |||
| 350 | (1) | |||
| 351 | (1) | |||
| 351 | (2) | |||
| 353 | (1) | |||
| 354 | (10) | |||
| 355 | (1) | |||
| 356 | (1) | |||
| 357 | (1) | |||
| 358 | (6) | |||
| 364 | (37) | |||
| 365 | (1) | |||
| 366 | (7) | |||
| 366 | (1) | |||
| 367 | (1) | |||
| 368 | (1) | |||
| 369 | (1) | |||
| 369 | (2) | |||
| 371 | (2) | |||
| 373 | (7) | |||
| 373 | (3) | |||
| 376 | (2) | |||
| 378 | (1) | |||
| 379 | (1) | |||
| 380 | (1) | |||
| 380 | (3) | |||
| 380 | (1) | |||
| 381 | (1) | |||
| 381 | (2) | |||
| 383 | (2) | |||
| 385 | (2) | |||
| 387 | (1) | |||
| 388 | (2) | |||
| 389 | (1) | |||
| 389 | (1) | |||
| 389 | (1) | |||
| 389 | (1) | |||
| 390 | (11) | |||
| 391 | (1) | |||
| 392 | (1) | |||
| 392 | (1) | |||
| 393 | (1) | |||
| 393 | (8) | |||
| 401 | (34) | |||
| 402 | (1) | |||
| 403 | (7) | |||
| 403 | (4) | |||
| 407 | (3) | |||
| 410 | (3) | |||
| 413 | (8) | |||
| 421 | (2) | |||
| 423 | (12) | |||
| 424 | (1) | |||
| 424 | (1) | |||
| 424 | (1) | |||
| 425 | (4) | |||
| 429 | (6) | |||
| 435 | (36) | |||
| 437 | (6) | |||
| 439 | (4) | |||
| 443 | (4) | |||
| 446 | (1) | |||
| 447 | (9) | |||
| 450 | (1) | |||
| 450 | (2) | |||
| 452 | (4) | |||
| 456 | (3) | |||
| 457 | (2) | |||
| 459 | (1) | |||
| 459 | (12) | |||
| 462 | (1) | |||
| 463 | (8) | |||
| 471 | (31) | |||
| 472 | (7) | |||
| 474 | (2) | |||
| 476 | (1) | |||
| 477 | (2) | |||
| 479 | (9) | |||
| 481 | (4) | |||
| 485 | (3) | |||
| 488 | (14) | |||
| 490 | (2) | |||
| 492 | (1) | |||
| 493 | (2) | |||
| 495 | (1) | |||
| 496 | (6) | |||
| 502 | (86) | |||
| 502 | (28) | |||
| 503 | (4) | |||
| 503 | (2) | |||
| 505 | (1) | |||
| 505 | (1) | |||
| 506 | (1) | |||
| 507 | (1) | |||
| 507 | (9) | |||
| 508 | (4) | |||
| 512 | (1) | |||
| 513 | (3) | |||
| 516 | (6) | |||
| 519 | (1) | |||
| 520 | (1) | |||
| 521 | (1) | |||
| 522 | (1) | |||
| 522 | (1) | |||
| 522 | (8) | |||
| 530 | (31) | |||
| 531 | (4) | |||
| 533 | (1) | |||
| 534 | (1) | |||
| 535 | (10) | |||
| 539 | (6) | |||
| 545 | (3) | |||
| 548 | (4) | |||
| 550 | (2) | |||
| 552 | (1) | |||
| 552 | (9) | |||
| 553 | (8) | |||
| 561 | (27) | |||
| 562 | (2) | |||
| 564 | (1) | |||
| 565 | (2) | |||
| 567 | (4) | |||
| 571 | (5) | |||
| 576 | (3) | |||
| 576 | (3) | |||
| 579 | (3) | |||
| 580 | (1) | |||
| 581 | (1) | |||
| 582 | (6) | |||
Glossary | 588 | (16) | |||
Credits | 604 | (2) | |||
Author/Name Index | 606 | (6) | |||
Subject/Organization Index | 612 |
Supplemental Materials
Read moreWhat is included with this book?
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
Excerpts
Read moreGlobal Marketing,Fourth Edition, builds on the worldwide success ofPrinciples of Global MarketingandGlobal Marketing,Second Edition and Third Edition. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment. The authors also provided a set of conceptual and analytical tools that would prepare students to successfully apply the 4Ps to global marketing. The authors have approached all four editions with the same goal: to write a book that is authoritative in content, yet relaxed and assured in style and tone. The following student comments suggest that we accomplished our goal: "the textbook is very clear and easy to understand"; "an excellent textbook with many real-life examples"; "the authors use simple language and clearly state the important points"; "this is the best textbook that I am using this term"; "the authors have done an excellent job of writing a text than can be read easily."Principles of Global Marketingwas the first textbook on the subject to be published in a full four-color format. In addition, when it appeared in fall 1996, the first edition invited students to "look ahead" to such developments as the ending of America's trade embargo with Vietnam, Europe's new currency, Daimler-Benz's Smart car project, and the controversy concerning Benetton's advertising. Those topics represented "big stories" in the global marketing arena and continue to receive press coverage on a regular basis. As was the case with the first three editions, we approachedGlobal Marketing,Fourth Edition, with today's students and instructors in mind. Guided by our experience using the text in undergraduate and graduate classrooms and in corporate training seminars, we have revised, updated, and expandedGlobal Marketing,Third Edition. We have benefited tremendously from adopter feedback and input; we also continue to draw on our direct experience in the Americas, Asia, Europe, Africa, and the Middle East. The result is a text that addresses the needs of students and instructors in every part of the world. The English-language edition ofGlobal Marketinghas been used in many countries, including Australia, Canada, China, Ireland, Japan, Malaysia, and Sri Lanka; the text is also available in Spanish, Portuguese, and Chinese editions. WHAT'S NEW The fourth edition includes new material on newsworthy and relevant topics such as the expanded European Union, China's growing importance as an export powerhouse and a giant consumer market, the impact of religion on global marketing activities, and the global music industry's ongoing efforts to combat music piracy. Current research findings have been incorporated into each of the chapters. For example, Shaoming Zou and S. Tamer Cavusgil's work on global marketing strategy (fromJournal of Marketing,October 2002) is an important addition to Chapter 1 "Introduction to Global Marketing." Similarly, our thinking about global market segmentation and targeting has been influenced by David Arnold's recent book,The Mirage of Global Markets.We have added scores of current examples of global marketing practices as well as quotations from global marketing practitioners and industry experts. New to the fourth edition is Chapter 17, "The Digital Revolution and Global Electronic Marketplace." Adopters of earlier editions will note that the chapter on strategy and competitive advantage has been moved to Part V; it now is Chapter 15. This change means that the global marketing mix chapters now appear earlier in the book. Throughout the text, organizational Web sites are referenced for further student study and exploration. A Companion Web site ( www.prenhall.com/keegan ) is integrated with the text as well. Each chapter contains several illustrations that bring global marketing to life. C
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