Global Marketing, 6th Edition - Softcover

Warren J. Keegan; Mark C. Green

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9780137042685: Global Marketing, 6th Edition

Softcover

ISBN 10: 013704268X ISBN 13: 9780137042685

Publisher: PEARSON, 2010

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From the Back Cover:

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.

About the Author:

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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