Global Marketing (5th Edition) (Pearson International Edition)

Summary BENEFIT: The 5th edition (International Student Edition) of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting. TOPICS: Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. MARKET: For those entering the global job market, especially helpful for people working in import/export departments. 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. Dr. Warren J. Keegan. Dr. Keegan is Distinguished Professor of Marketing and International Business and Director of the Institute for Global Business Strategy at the Lubin School of Business, Pace University, New York City and Westchester. Dr. Keegan is the author of many books. His text, Global Marketing Management, Seventh Edition (2002, Prentice Hall, Inc.) is recognized as the leading Global Marketing text for M.B.A. courses around the world.