Global Marketing, 10th edition

Published by Pearson (February 1, 2019) © 2020

  • Mark C. Green Simpson College
  • Warren J. Keegan Pace University


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For global marketing courses.

Familiarize students with global marketing and the global business environment

Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment. The text offers authoritative content as well as analytical tools that prepares students to successfully pursue careers in global marketing or related areas.

The 10th Edition features up-to-date examples of questions, concerns and crises facing real international markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting marketing around the world.

Hallmark features of this title

Complete global marketing coverage

  • Sidebars provide students with insights into the complexities and subtleties of shifts in the external environment. These include economic and social disruption, and their implications for marketers.
  • Discussion of hot topics, including social media, BRICS nations, and sustainability and corporate social responsibility, help students develop cross-cultural and technological awareness.
  • Organizational websites are referenced for further student exploration.

Concise, clear descriptions and organization

  • The text is written in a clear, simple and easy-to-understand language. It provides conceptual and analytical tools to help students understand global marketing.

New and updated features of this title

Real-world examples that engage

  • NEW: Cases encourage student learning, stimulate class discussion, and enhance the classroom experience. More than 50% of the chapter-opening vignettes and end-of-chapter cases are new to the 10th Edition and cover companies such as Apple, Google and McDonald's.
  • NEW and UPDATED: Examples of current global marketing practices as well as quotes from global marketing practitioners and experts help students draw parallels between the material and their lives.

The latest global marketing developments

  • UPDATED: Recent research findings and tables (containing key company, country and industry data) help students be conversant in the most current conversations happening in the field. The data has been reorganized for improved clarity, comparability and visual impact.

Concise, clear descriptions and organization

  • NEW: More infographics have been incorporated into the text to enhance clarity and visual appeal.

Features of MyLab Marketing for the 10th Edition

  • With Reporting Dashboard, view, analyze and report learning outcomes clearly and easily; and get the information you need to keep your students on track throughout the course.
  • NEW: Pearson eText is an easy-to-use digital textbook, available with MyLab, which lets students read, highlight and take notes all in one place, even when offline.
  • Mini Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges.
  • NEW: Video Library offers a curated collection of videos that helps students understand why they're learning key concepts and how to apply them in their careers. Auto-scored assessments save instructors time grading assignments.

1. Introduction to Global Marketing

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

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

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

16. Strategic Elements of Competitive Advantage
17. Leadership, Organization, and Corporate Social Responsibility

About our authors

Dr. Mark C. Green is Professor of Management at Simpson College in Indianola, Iowa, where he teaches courses in management, marketing, advertising, international marketing, and entrepreneurship and innovation. He has also been a Visiting Professor at the University of Iowa's Tippie College of Business. During the 2011 to 2012 academic year, he taught Principles of Marketing and International Marketing for the Consortium of Universities for International Studies (CUIS) in Paderno del Grappa, Italy. Fall of 2017 he spent a semester teaching, researching, and writing at the University of Roehampton in London.

He earned his BA degree in Russian literature from Lawrence University, MA and PhD degrees in Russian linguistics from Cornell University, and an MBA degree in marketing management from Syracuse University.

In addition to co-authoring Global Marketing, 10th Edition, he has written essays on technology and global business that have appeared in the Des Moines Register and other newspapers.

Over a 25-year period, he traveled to the former Soviet Union and Russia on numerous occasions. He participated in a grant project funded by the US Agency for International Development (USAID) and presented marketing seminars to audiences in Nizhny Novgorod. In addition, he has served as a consultant to several Iowa organizations that have business and cultural ties with Russia and other former Soviet republics. He has lectured in Russia and Ukraine on topics relating to emerging market economies. In 1992, in the early days of the post-Soviet era, his monograph titled Developing the Russian Market received an award from the Iowa-based International Network on Trade.

He has been the recipient of several awards at Simpson College, including a Distinguished Research and Writing Award, a Distinguished Teaching Award for senior faculty, and an Excellence in Teaching Award for junior faculty. He has also received an award for Outstanding Faculty of the Year from the Alpha Sigma Lambda adult student honorary at Simpson College.

Dr. Warren J. Keegan (late) was Distinguished Professor of Marketing and International Business Emeritus at the Lubin School of Business, Pace University, New York City and Westchester. He was the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategic management and marketing, and Keegan & Company LLP, a firm specializing in litigation support.

Dr. Keegan was the author of many books. His text, Global Marketing Management, (Prentice Hall), was recognized as the leading global marketing text for MBA courses around the world. His other books include Global Marketing, 10th Edition; Offensive Marketing: An Action Guide to Gaining the Offensive in Business (with Hugh Davidson) (Elsevier, Butterworth Heinemann, 2004); Marketing Plans That Work, 2nd Edition (with Malcolm McDonald)(Butterworth-Heinemann, 2002); Marketing, 2nd Edition (Prentice Hall, 1995); Marketing Sans Frontieres (InterEditions, 1994); Advertising Worldwide (Prentice Hall, 1991); and Judgments, Choices and Decisions, (Wiley, 1984). He published in the leading business journals, including the Harvard Business Review, Journal of Marketing, Journal of International Business Studies, Administrative Science Quarterly, and the Columbia Journal of World Business.

He was a former MIT Fellow in Africa where he served as Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission for the Government of Tanzania. He was a consultant with Boston Consulting Group and Arthur D. Little.

Dr. Keegan held a BS and MS in Economics from Kansas State University and an MBA and a doctorate from the Harvard Business School. He was a visiting professor at New York University, INSEAD (France), IMD (Switzerland), the Stockholm School of Economics, Emmanuel College of Cambridge University, and the University of Hawaii. He was a former faculty member of Columbia Business School, Baruch College, and the School of Government and Business Administration of The George Washington University.

He was a Fellow of the Academy of International Business, Individual Eminent Person (IEP) Appointed by Asian Global Business Leaders Society (other awardees include: Noel Tichy, Rosabeth Moss Kanter, and Gary Wendt). His biography is listed in Who's Who in America (A. N. Marquis). He was a member of the International Advisory Board of École des Hautes Études Commerciales (HEC), Montreal; the Editorial Advisory Board, Cranfield School of Management and Financial Times Management Monograph Series; a former director of The S.M. Stoller Company, Inc.; The Cooper Companies, Inc. (NYSE); Inter-Ad, Inc.; American Thermal Corporation, Inc.; Halfway Houses of Westchester, Inc.; Wainwright House; The Rye Arts Center; and The Rye Historical Society.

He was an enthusiastic global traveler and especially enjoyed field research of global markets by motorcycle, often accompanied by his wife Cynthia.

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