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Global marketing10th Global Edition By Mark C. Green Warren J. Keegan

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Pages: 629
File size: 43.27 MB
Format: Digital PDF
Course: Education
Category: eBook[PDF]

About this ebook

The 10th Global Edition of Global Marketing by Mark C. Green and Warren J. Keegan features a structured, five-part framework spanning 17 chapters. It presents a balanced look at theoretical concepts and practical real-world strategies for international expansion. [1, 2, 3]

The exact topics and chapters covered in this edition include: [1, 2]

Part 1: Introduction

Chapter 1: Introduction to Global Marketing
- Core concepts of global marketing, standardisation versus adaptation (glocalisation), management orientations (EPRG framework), and driving forces behind global integration. [1, 2, 3]

Parts 2 to 5: Overview of Remaining Chapters

Part 2: The Global Marketing Environment (Chapters 2–5)
- Covers the macroeconomic, trade, sociocultural, and political-legal contexts shaping international business. [1, 2, 3]
Part 3: Approaching Global Markets (Chapters 6–9)
- Focuses on global information systems, market research, segmentation, targeting, and various market-entry or sourcing strategies. [1, 2]
Part 4: The Global Marketing Mix (Chapters 10–14)
- Addresses product and brand decisions, global pricing policies, distribution channels, and integrated marketing communications (advertising, PR, sales promotion). [1, 2]
Part 5: Strategy and Leadership in the 21st Century (Chapters 15–17)
- Explores the digital revolution and e-commerce, strategic competitive advantage frameworks, and global corporate leadership, ethics, and sustainability. [1, 2, 3, 4]