Pearson eText for Global Marketing-- Access Card

Familiarizes 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 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

For courses in global marketing.

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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 2011-2012 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 InternationalNetwork 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.

PART 1: INTRODUCTION

1. Introduction to Global Marketing

PART 2: THE GLOBAL MARKETING ENVIRONMENT

2. The Global Economic Environment

3. The Global Trade Environment

4. Social and Cultural Environments

5. The Political, Legal, and Regulatory Environments

PART 3: APPROACHING GLOBAL MARKETS

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

PART 4: THE GLOBAL MARKETING MIX

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

PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

16. Strategic Elements of Competitive Advantage

17. Leadership, Organization, and Corporate Social Responsibility

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