Global Marketing, Global Edition, 11th edition

Published by Pearson (August 12, 2025) © 2025

  • Warren J Keegan Lubin School of Business, Pace University, New York City
  • Mark C. Green Simpson College
eTextbook in Pearson+
£36.99
Instant access

In this eTextbook — More ways to learn

  • More support. Get AI help with personalised summaries, instant explanations, and quick translations.
  • More flexible. Start learning right away, on any device.
  • More interactive. Learn through audio, video, and practice.
  • More memorable. Study better with notes, highlights, and flashcards.
Products list
£45.99
Buy accessOpens in a new tab
Instant Access

Access details

  • Register via our MyLab page to complete your purchase
  • A Course ID link or VLE link from your instructor is required
  • Instant access once purchased (eText included)

Features

  • Interactive digital learning experience
  • Includes eText, Apps and study tools
  • Instant feedback on assignments
  • Help when and where you need it
Products list
£72.99
Free delivery

Details

  • A print edition
Products list
£80.99
Currently unavailable

Currently unavailable

Title overview

Global Marketing enters its third decade of success developing the next generation of global marketers. With this long-relied-upon resource, authors Mark Green and Warren Keegan offer a compelling, authoritative narrative on marketing in the era of globalization.

They take an environmental and strategic approach focused on the major dimensions of global business. Through integrated analytical tools, they will also help you successfully apply the 4Ps (product, price, place and promotion) to a future career in global marketing or related areas.

With an easy-to-consume style and tone, the 11th Edition explores complex shifts in global business and what they mean for marketers. New cases and coverage reflect the rapid pace of change across global economies, commerce and technologies, including social media, AI and other cutting-edge advancements.

Table of contents

PART 1: INTRODUCTION

  1. Introduction to Global Marketing

PART 2: THE GLOBAL MARKETING ENVIRONMENT

  1. The Global Economic Environment
  2. The Global Trade Environment
  3. Social and Cultural Environments
  4. The Political, Legal, and Regulatory Environments

PART 3: APPROACHING GLOBAL MARKETS

  1. Global Information Systems and Market Research
  2. Segmentation, Targeting, and Positioning
  3. Importing, Exporting, and Sourcing
  4. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

PART 4: THE GLOBAL MARKETING MIX

  1. Brand and Product Decisions in Global Marketing
  2. Pricing Decisions
  3. Global Marketing Channels and Physical Distribution
  4. Global Marketing Communications Decisions I
  5. Global Marketing Communications Decisions II
  6. Global Marketing and the Digital Revolution

PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

  1. Strategic Elements of Competitive Advantage
  2. Leadership, Organization, and Corporate Social Responsibility

Need help?Get in touch