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Global Marketing Plus 2014 MyLab Marketing with Pearson eText -- Access Card Package, 8th Edition

By Warren J. Keegan, Mark C. Green

Published by Pearson

Published Date: Apr 10, 2014

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For undergraduate and graduate global marketing courses.


The excitement, challenges, and controversies of global marketing.


Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.


MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.


This program will provide a better teaching and learning experience–for you and your students. Here’s how:

  • Improve Results with MyMarketingLab: MyMarketingtLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
  • Bring Global Marketing to Life with Real-World Examples: 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 Key Emerging Markets: Continued expanded coverage on the growing impact of emerging nations. 

This package contains:

0133545008 / 9780133545005  Global Marketing, 8/e

0133576353 / 9780133576351  NEW MyMarketingLab with Pearson eText -- Access Card -- for Global Marketing 8/e




Table of Contents

Part I. Introduction

Chapter 1. Introduction to Global Marketing 

Case 1-1. The Global Marketplace Is Also Local 

Case 1-1. The Global Marketplace (continued) 

Case 1-2. McDonald’s Expands Globally While Adjusting Its Local Recipe 

Case 1-3. Apple versus Samsung: The Battle for Smartphone Supremacy Heats Up 


Part II. The Global Marketing Environment

Chapter 2. The Global Economic Environment 

Case 2-1. A New Front in the Battle of Ideas 

Case 2-1. A New Front in the Battle of Ideas (continued) 

Case 2-2. Argentina Uncorks Malbec; World Ready for a Glass 


Chapter 3. The Global Trade Environment 

Case 3-1. Global Trading Partners Look East and West for Economic Growth 

Case 3-1. Will New Trade Partnerships Fuel East-West Growth? (continued) 

Case 3-2. Will the Euro Survive? The Euro Zone Fights for Its Life 


Chapter 4. Social and Cultural Environments 

Case 4-1. Will Tourism Ruin Venice? 

Case 4-1. Is Tourism the Savior or the Scourge of Venice? (continued) 

Case 4-2. Soccer and the Fashion World 


Chapter 5. The Political, Legal, and Regulatory Environments 

Case 5-1. Mr. President–Free Pussy Riot! 

Case 5-1. Mr. President–Free Pussy Riot! (continued) 

Case 5-2. America’s Cuban Conundrum 

Case 5-3. Gambling Goes Global on the Internet 


Part III. Approaching Global Markets

Chapter 6. Global Information Systems and Market Research 

Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion 

Case 6-1. Market Research Keeps Coach at the Cutting Edge of Fashion (continued) 

Case 6-2. Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets 


Chapter 7. Segmentation, Targeting, and Positioning 

Case 7-1. Global Companies Target Low-Income Consumers (A) 

Case 7-1. Global Companies Target Low-Income Consumers (A) (continued) 

Case 7-2. Cosmetics Giants Segment the Global Cosmetics Market 


Chapter 8. Importing, Exporting, and Sourcing 

Case 8-1. Can the United States Double Its Exports by 2015? 

Case 8-1. Increasing U.S. Exports (continued) 

Case 8-2. Asian Shoe Exports to Europe 

Case 8-3. A Day in the Life of an Export Coordinator 


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

Case 9-1. Starbucks Expands Abroad 

Case 9-1. Starbucks’ Global Expansion (continued) 

Case 9-2. Jaguar’s Passage to India 


Part IV. The Global Marketing Mix

Chapter 10. Brand and Product Decisions in Global Marketing 

Case 10-1. Suzlon Energy 

Case 10-1. Suzlon Energy (continued) 

Case 10-2. The Smart Car 


Chapter 11. Pricing Decisions 

Case 11-1. Global Companies Target Low-Income Consumers (B) 

Case 11-1. Global Companies Target Low-Income Consumers (B) (continued) 

Case 11-2. LVMH and Luxury Goods Marketing 

Case 11-3. One Laptop Per Child 


Chapter 12. Global Marketing Channels and Physical Distribution 

Case 12-1. Walmart’s Adventures in India 

Case 12-1. Can Walmart Crack the Retail Code in India? (continued) 

Case 12-2. Fail! Tesco Strikes Out in the United States 


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

Case 13-1. The Gulf Oil Spill: BP’s Public Relations Nightmare 

Case 13-1. The BP Oil Spill (continued) 

Case 13-2. Scotch Whisky in China: A Taste of the Good Life 


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

Case 14-1. Red Bull 

Case 14-1. Red Bull (continued) 

Case 14-2. Marketing an Industrial Product in Latin America 


Chapter 15. Global Marketing and the Digital Revolution 

Case 15-1. Africa 3.0 

Case 15-1. Africa 3.0 (continued) 

Case 15-2. Global Marketers Discover Social Media 


Part V. Strategy and Leadership in the Twenty-First Century 488

Chapter 16. Strategic Elements of Competitive Advantage 

Case 16-1. Volkswagen Aims for the Top 

Case 16-1. Volkswagen (continued) 

Case 16-2. IKEA 

Case 16-3. LEGO 


Chapter 17. Leadership, Organization, and Corporate Social Responsibility 

Case 17-1. A Changing of the Guard at Unilever 

Case 17-1. Unilever (continued) 



Author/Name Index 

Subject/Organization Index