Global Marketing, 11th edition

Published by Pearson (July 16, 2025) © 2026
  • Mark C. Green
  • Warren J. Keegan

Title overview

For global marketing courses.

Three decades of success preparing global marketers

Global Marketing offers a compelling, authoritative narrative on marketing in the era of globalization. The authors take an environmental and strategic approach focused on the major dimensions of global business. Analytical tools equip students for professional applications of the 4Ps: product, price, place and promotion.

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 innovations.

Hallmark features of this title

Relatable examples

  • Scores of current examples of global marketing practice add essential context to key concepts.
  • Chapter-opening and -closing cases introduce a company, country, product or global marketing issue related to chapter themes and content.
  • Cartoons from the Financial Times add a whimsical touch to discussions of Deepfakes, AI, Meta and other topics in the news.

Themed sidebars across chapters

  • New and existing entrepreneurial sidebars profile innovative leaders from companies such as World Central Kitchen, Netflix, Dyson and Airbnb.
  • Emerging Markets Briefing Book sidebars delve into issues from all parts of the globe, including Brazil and Xinjiang, China.
  • New and existing Cultural Context sidebars focus on “buzzworthy” entertainment, including Eurovision, hip-hop and Taylor Swift.

New and updated features of this title

Gripping cases

  • EXPANDED: More than half of chapter-opening vignettes and end-of-chapter cases are new to the 11th Edition. New cases cover issues such as India’s demographic and economic shifts, Tik Tok’s global impact, and the rise of ChatGPT and machine learning.
  • UPDATED: Cases from the 10th Edition have been revised and updated. Examples include McDonald’s, Britain’s acclimation to Brexit, Putin’s Russia vs. the West, and Apple vs. Samsung in the Smartphone market.

Transformative technologies

  • EXPANDED: New discussion of social media is integrated throughout the new edition.
  • REVISED: Chapter 15, “Global Marketing and the Digital Revolution,” has been thoroughly revised and updated to include discussion of generative AI, location-based mobile platforms, cloud computing, wearable devices and other cutting-edge topics.

Illustrative enhancements

  • UPDATED: All tables containing key company, country and industry data have been updated. Topics include economic freedom, 2022 corruption rankings, the world’s most competitive countries, and top brands, global marketers and ad agencies.
  • EXPANDED: Added infographics enhance clarity and visual appeal. Chapter 3 features new infographic maps of regional trading blocs with revised income and population data.

Key features

Features of MyLab Marketing for the 11th Edition

  • NEW: Interactive Reading Assignments let you assign chapter readings for a grade, while holding students accountable and engaging them through an integrated blend of narrative, media and assessment.
  • NEW: Assignable Case Study Assignments and Video Assignments prompt learners to think critically about business examples and scenarios.
  • Mini Sims put students in professional roles and ask them to respond to real business challenges.
  • Engaging Videos explore business topics related to the theory students are learning in class. Exercise quizzes assess students’ comprehension of the concepts in each video.
  • Dynamic Study Modules pose a handful of questions and then respond to each student’s progress in real time. Learners deepen their grasp of concepts as they go.
  • Pearson+ eTextbook lets students choose how they learn best. Part of your MyLab course, Pearson+ merges easy-to-use eTextbooks with study tools.

Features of Pearson+ eTextbook for the 11th Edition

  • Concept-check questions at the end of sections help students gauge their grasp of the material before moving on to higher-level concepts.
  • Interactives, such as image carousels and concept maps, engage visual learners and keep the learning process active.

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

Author bios

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. In Fall of 2017 he spent a semester teaching, researching and writing at the University of Roehampton in London.

Dr. Green 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, 11th Edition, he was Senior Contributing Author for Principles of Marketing, an open-source textbook published by Open Stax in 2023. Dr. Green has also written essays on technology and global business for the Des Moines Register.

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 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.

Dr. Green 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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