Product Cover Image

Global Marketing, CourseSmart eTextbook, 7th Edition

By Warren J. Keegan, Mark C. Green

Published by Prentice Hall

Published Date: Jan 26, 2012

More Product Info


For undergraduate and graduate global marketing courses.


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 4Ps to global marketing.

Table of Contents

Part 1: Introduction

Chapter 1: Introduction to Global Marketing

Part 2: The Global Marketing Environment

Chapter 2: The Global Economic Environment

Chapter 3: The Global Trade Environment

Chapter 4: Social and Cultural Environments

Chapter 5: The Political, Legal, and Regulatory Environments

Part 3: Approaching Global Markets

Chapter 6: Global Information Systems and Market Research

Chapter 7: Segmentation, Targeting, and Positioning

Chapter 8: Importing, Exporting, and Sourcing

Chapter 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Part 4: The Global Marketing Mix

Chapter 10: Brand and Product Decisions in Global Marketing

Chapter 11: Pricing Decisions

Chapter 12: Global Marketing Channels and Physical Distribution

Chapter 13: Global Marketing Communications Decisions I: Advertising and Public Relations

Chapter 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Chapter 15: Global Marketing and the Digital Revolution

Part 5: Strategy and Leadership in the Twenty-First Century

Chapter 16: Strategic Elements of Competitive Advantage

Chapter 17: Leadership, Organization, and Corporate Social Responsibility

Purchase Info ?

With CourseSmart eTextbooks and eResources, you save up to 60% off the price of new print textbooks, and can switch between studying online or offline to suit your needs.

Once you have purchased your eTextbooks and added them to your CourseSmart bookshelf, you can access them anytime, anywhere.

Buy Access

Global Marketing, CourseSmart eTextbook, 7th Edition
Format: Safari Book

$109.99 | ISBN-13: 978-0-13-268157-5