3 edition (August 1, 2002)
This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace.
Dr. Warren J. Keegan. Dr. Keegan is Professor of International Business and Marketing and Director of the Center for Global Business Strategy at the Lubin School of Business of Pace University-New York, and is Visiting Professor, Cranfield University School of Management (UK), CEIBS (China European International Business School)—Shanghai, Wharton Executive Programs, University of Pennsylvania, and ESSEC, Cergy-Pontoise—France. He is the founder of Warren Keegan Associates, Inc., a consulting consortium of experts in global strategy formulation and implementation. The firm is affiliated with Marketing Strategy & Planning, Inc.—New York, and MarkPlus, Indonesia's leading marketing consulting firm. Dr. Keegan is Chairman of the MarkPlus Global Institute—Singapore.
He wrote the first multinational marketing textbook and is one of the world's leading experts on marketing and global business. He holds B.S. and M.S. degrees in economics from Kansas State University and an MBA and doctorate in marketing and international business from the Harvard Business School. He has held faculty positions at a number of business schools including Columbia, George Washington University, New York University, INSEAD, IMD, and the Stockholm School of Economics.
His experience includes consulting with Boston Consulting Group and Arthur D. Little, marketing planning with the Pontiac Division of General Motors, and Chairman of Douglas A. Edwards, Inc., a New York commercial real estate firm. He is a consultant to a number of global firms. Current or former clients include AT&T, Bertelsmann, Bell Atlantic, General Electric, J. Walter Thompson, PurduePharma, Philips, Reckitt & Colman, Singapore International Airlines, and the Singapore Trade Development Board.
Dr. Keegan is the author or co-author of many books, including Global Marketing Management (7th ed., Prentice Hall, 2002), Global Marketing Management: A European Perspective (Financial Times/Prentice Hall, 2001), Marketing Plans That Work: Targeting Growth and Profitability (Butter-worth Heinemann, 1997), Marketing (2nd ed., Prentice Hall, 1996), Marketing Sans Frontiers (InterEditions, 1994), Advertising Worldwide (Prentice Hall, 1991), and Judgments, Choices, and Decisions: Effective Management Through Self-Knowledge (John Wiley & Sons). He has published numerous articles in leading journals including Harvard Business Review, Administrative Science Quarterly, Journal of Marketing, Journal of International Business Studies, and The Columbia Journal of World Business.
Dr. Keegan is a former MIT Fellow in Africa, Assistant Secretary, Ministry of Development Planning and Secretary of the Economic Development Commission, Government of Tanzania, consultant with Boston Consulting Group and Arthur D. Little, and Chairman of Douglas A. Edwards, a New York corporate real estate firm.
He is a Lifetime 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); listed in Marquis Who's Who in America, 55th and earlier editions; member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC)—Montreal; Member, Editorial Advisory Board, Cranfield School of Management and Financial Times/Prentice Hall Management Monograph Series, The International Journal of Medical Marketing; and is a commissioner of PT Indofood Sukses Makmur (Jakarta). He is 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, and The Rye Arts Center.
Dr. Mark C. Green. Dr. Green is Professor of Management and Marketing at Simpso
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Global Marketing, Third Edition, builds on the worldwide success of Principles of Global Marketing and Global Marketing, Second Edition. The first two editions utilized an environmental and strategic approach by outlining the major dimensions of the global business environment and by providing a set of conceptual and analytical tools designed to prepare students to successfully apply the 4Ps to global marketing. Additionally, the first two editions were designed to be compact but comprehensive, authoritative but engaging, and highly readable. Comments from satisfied students attest that we accomplished our goal: "the textbook is very clear and easy to understand"; "an excellent textbook with many real-life examples"; "the authors use simple language and clearly state the important points"; "this is the best textbook that I am using this term"; "the authors have done an excellent job of writing a text that can be read easily." Principles of Global Marketing was the first textbook on the subject to be published in a full four-color format. In addition, when it appeared in fall 1996, the first edition invited students to "look ahead" and stay abreast of such developments as the ending of America's trade embargo with Vietnam, Europe's new currency, DaimlerBenz's Smart car project, and the controversy concerning Benettori s advertising. Those topics represented "big stories" in the global marketing arena and they continue to receive press coverage on a regular basis.
As was the case with the first two editions, we approached Global Marketing, Third Edition, with today's students and instructors in mind. Guided by our experience using the text in undergraduate and graduate classrooms and in corporate training seminars, we have revised, updated, and expanded Global Marketing, Third Edition, while retaining the best features of the first two editions. We have benefited tremendously from adopter feedback and input; we also continue to draw on our direct experience in the Americas, Asia, Europe, Africa, and the Middle East. The result is a text that addresses the needs of students and instructors in every part of the world. The English-language editions of Principles of Global Marketing and Global Marketing, Second Edition, have been used in many countries, including Australia, Canada, China, Ireland, Japan, Malaysia, and Sri Lanka; the texts are also available in Spanish, Portuguese, and Japanese editions.
The third edition includes new material on newsworthy and relevant topics such as the price of AIDS drugs in developing countries and the impact of electronic music file swapping on the global music industry. Current research findings have been incorporated into each of the chapters. For example, Dana L. Alden, Jan-Benedict Steenkamp, and Rajeev Batra's work on global consumer culture positioning (from Journal of Marketing, January 1999) is an important addition to Chapter 7 "Segmentation, Targeting, and Positioning," and Alan M. Rugman and Joseph R. D'Cruz's five partners model (discussed in their 2000 book Multinationals as Flagship Firms) is included in Chapter 10 "Strategic Elements of Competitive Advantage." We have added scores of up-to-date examples of global marketing practice as well as quotations from global marketing practitioners and industry experts. Throughout the text, organizational Web sites are referenced not as ornamental adornment but as essential pedagogical tools for further student study and exploration. A Companion Website (www.prenhall.com/keegan) is integrated with the text as well.
Each chapter contains several illustrations that bring global marketing td life. Chapter-opening vignettes introduce a company, country, product, or global marketing issue that directly relates to chapter themes and content. Many of the opening vignettes in the third edition are new, including those in Chapter 2, Chapter 5, Chapter 11, and Chapter 15. In addition, every chapter contains one or more sidebars with information on various themes including global marketing in action, risks and gambles, a look behind the scenes of global marketing, issues that are "open to discussion," and the cultural differences that challenge the global marketer.
The case set in Global Marketing, Third Edition, includes updates and revisions of earlier cases (e.g., Case 1-1 "McDonald's Expands Globally While Adjusting Its Local Recipe"); entirely new cases (e.g., Case 12-1 "Pricing AIDS Drugs in Emerging Markets," Case 131 "Wal-Mart's Global Expansion," and Case,15-1 "Napster and the Global Music Industry"); as well as holdovers of "oldies, but goodies" (e.g., Case 9-2 "Airlines Take to the Skies in Global Strategic Alliances"). The cases vary in length from a few hundred words to more than 2600 words, yet they are all short enough to be covered in an efficient manner. The new and revised cases were written with the same objectives in mind: to raise issues that will stimulate student interest and learning, to provoke class discussion, and to enhance the classroom experience for students and instructors alike. Every chapter and case has been classroom tested. Supplements to the text include an instructor's resource manual with a complete test item file and a Web site (www.prenhall.com/keegan). The Web site also includes downloadable PowerPoint files. Special consideration was given to the test bank, with considerable effort devoted to minimizing the number of simplistic and superficial multiple-choice questions with "all of the above" type answers and replacing them with more challenging, thought-provoking questions.
One of the constant challenges authors of books about global marketing face is the rate of change in the global business environment. Yesterday's impossibility becomes today's reality. Books are quickly outdated by events. Even so, we believe that adopters will find Global Marketing Third Edition, to be as up-to-date, relevant, and useful to today's students of global marketing as any comparable text on the market, perhaps even more so.