Title: Global Marketing (10th Edition)
Author: Warren J. Keegan, Mark C. Green
Publisher: Pearson
Description:
“Global Marketing” in its 10th edition, authored by Warren J. Keegan and Mark C. Green, offers a comprehensive exploration of marketing principles in the context of an increasingly interconnected global marketplace. This textbook provides students with an in-depth understanding of the challenges and opportunities associated with marketing products and services across borders. Through clear explanations, real-world examples, and case studies, students gain insight into topics such as international market entry strategies, cultural considerations, global branding, pricing, distribution, and promotional strategies. The 10th edition incorporates the latest research and trends in global marketing, including discussions on digital marketing, sustainability, and emerging markets. Whether students are new to global marketing or seeking to deepen their understanding, “Global Marketing” serves as an essential resource for learning and mastering the principles of marketing in today’s globalized world.