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Global Marketing, Global Edition, 9th edition

Published by Pearson (June 16, 2016) © 2016

  • Warren J Keegan Lubin School of Business, Pace University, New York City
  • Mark C. Green Simpson College

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ISBN-13: 9781292150864
MyLab Marketing with Pearson eText for Global Marketing, Global Edition
Published 2016

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For courses in global marketing.

Familiarizes Students with Global Marketing and the Global Business Environment

Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors’ goal has been to write a book that’s authoritative in content yet relaxed and assured in style and tone.

Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing.

Personalize Learning with Pearson Pearson MyLab Marketing

Pearson Pearson MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Pearson Pearson MyLab Marketing not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information

  • Part I: Introduction
  • 1. Introduction to Global Marketing
  • Part II: The Global Marketing Environment
  • 2. The Global Economic Environment
  • 3. The Global Trade Environment
  • 4. Social and Cultural Environments
  • 5. The Political, Legal, and Regulatory Environments
  • Part III: Approaching Global Markets
  • 6. Global Information Systems and Market Research
  • 7. Segmentation, Targeting, and Positioning
  • 8. Importing, Exporting, and Sourcing
  • 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
  • Part IV: The Global Marketing Mix
  • 10. Brand and Product Decisions in Global Marketing
  • 11. Pricing Decisions
  • 12. Global Marketing Channels and Physical Distribution
  • 13. Global Marketing Communications Decisions I: Advertising and Public Relations
  • 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
  • 15. Global Marketing and the Digital Revolution
  • Part V: Strategy and Leadership in the Twenty-First Century
  • 16. Strategic Elements of Competitive Advantage
  • 17. Leadership, Organization, and Corporate Social Responsibility

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