Global Marketing (4th Edition)
Editorial Reviews
Book Description
Global Marketing, Fourth Edition, builds on the worldwide success of Principles of Global Marketing and Global 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 Marketing was 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 approached Global 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 expanded Global 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 of Global Marketing has 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 (from Journal 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 ([A HREF="http://www.prenhall.com/keegan"> www.prenhall.com/keegan ) is integrated with the text as well. Each chapter contains several illustrations that bring global marketing to life. Chapter opening vignettes introduce a company, country, product, or global marketing issue that directly relates to chapter themes and content. Half the opening vignettes in the fourth edition are new, including: "Furniture Exports from China" (Chapter 8); "LCD TV" (Chapter 10); and "Xbox" (Chapter 14). In addition, every chapter contains one or more sidebars on various themes including global marketing in action, risks and gambles, a look behind the scenes of global marketing, issues that are "open to discussion," and the cultural differences that challenge the global marketer. A new sidebar, "Global Marketing Q A," features interview excerpts with top executives of well-known global companies. CASES The case set in Global Marketing, Fourth Edition, strikes a 50/50 balance between revisions of earlier cases (e.g., Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe and Case 17-1 Napster and the Global Music Industry) and entirely new cases (e.g., Case 3-1 Ecuador Adopts the Dollar, Case 4-1 Fair Trade Coffee: Ethics, Religion, and Sustainable Production, and Case 7-1 Nokia Segments the Global Cell Phone Market). The cases vary in length from a few hundred words to more than 2,600 words, yet they are all short enough to be covered in an efficient manner. The cases were written with the same objectives in mind: to raise issues that will encourage student interest and learning, to stimulate class discussion, and to enhance the classroom experience for students and instructors alike. Every chapter and case has been classroom tested.
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.
Global Marketing (4th Edition)
Global Marketing (4th Edition),Warren J. Keegan,Mark C. Green,Prentice Hall,0131469193,Business & Economics,Business / Economics / Finance,Business/Economics,Export Trade,Export marketing,International - Marketing,Marketing,Marketing - Multilevel,Business & Economics / Marketing / International
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