Title: Global Marketing, 9th Edition
Author: Warren J. Keegan and Mark C. Green
Publisher: Pearson
Description:
“Global Marketing, 9th Edition” by Warren J. Keegan and Mark C. Green is a comprehensive guide to understanding and navigating the complexities of global marketing. Published by Pearson, this edition offers insights into the strategic and operational aspects of marketing on a global scale. Keegan and Green explore key topics such as market entry strategies, segmentation, targeting, branding, product adaptation, pricing, distribution channels, and promotional strategies in the context of international markets. The book also addresses contemporary challenges and opportunities in global marketing, including digitalization, cultural diversity, ethical considerations, and sustainability. With real-world examples, case studies, and practical insights, this edition equips students and professionals with the knowledge and skills needed to develop effective global marketing strategies and succeed in today’s interconnected marketplace.