Global Marketing, 11th edition

  • Mark C. Green
  • , Warren J. Keegan

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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.

Published by Pearson (March 25th 2025) - Copyright © 2026

ISBN-13: 9780135357477

Subject: Marketing

Category: International Marketing

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