Global Marketing FROM THE PUBLISHER
Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment.
FROM THE CRITICS
Booknews
Takes a strategic and environmental approach to global marketing, with sections on the global marketing environment, global strategy, the global marketing mix, and managing for the global marketing effort. Outlines the major dilemmas of the economic, social, cultural, political, legal, and financial environments, and provides a set of conceptual and analytical tools for understanding global marketing. Includes chapter summaries, discussion questions, and cases with questions. This second edition integrates the Internet into discussions, and cites Web sites as essential pedagogical tools. Keegan is affiliated with Pace University, and Green is affiliated with Simpson College. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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