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Global Marketing (2nd Edition) 2nd Edition

by Warren J. Keegan (Author), Mark Green (Author)
4.3 4.3 out of 5 stars 48 ratings
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Global Marketing [RENTAL EDITION]
Global Marketing [RENTAL EDITION]
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Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment.
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Previous page
  1. ISBN-10
    0421699302
  2. ISBN-13
    978-0130842688
  3. Edition
    2nd Edition
  4. Publisher
    Prentice Hall College Div
  5. Publication date
    July 28, 1999
  6. Language
    English
  7. Print length
    640 pages
  8. See all details
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Editorial Reviews

From the Back Cover

Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment.

Product details

  • ASIN ‏ : ‎ 0130842680
  • Publisher ‏ : ‎ Prentice Hall College Div; 2nd Edition (July 28, 1999)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 640 pages
  • ISBN-10 ‏ : ‎ 0421699302
  • ISBN-13 ‏ : ‎ 978-0130842688
  • Item Weight ‏ : ‎ 2.48 pounds
  • Customer Reviews:
    4.3 4.3 out of 5 stars 48 ratings

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  1. Warren J. Keegan

    Warren J. Keegan

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  2. Mark C. Green

    Mark C. Green

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Customer reviews

4.3 out of 5 stars
4.3 out of 5
48 global ratings

Top reviews from the United States

Gabrielle
5.0 out of 5 stars pleasantly surprised
Reviewed in the United States on March 7, 2011
Verified Purchase
I bought this for an International Marketing course which actually required the 6th edition. Instead of paying $90+ for the newer version, I paid about ten dollars. The page numbers are different from the new version but the content is almost exactly the same. Most of the case studies in this book are the same as in the new version, but there are two are three in the 6th edition that aren't in this edition. I haven't had any troubles using this edition in place of the newer one. The book arrived quickly and in perfect condition. Glad I saved a ton of money without sacrificing quality or content.
2 people found this helpful
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lala
5.0 out of 5 stars :*¨¨*:·.EXCELLENT.·:*¨¨*:·.PRODUCT.·:*¨¨*:·.THANK.·:*¨¨*:· YOU !!!!!
Reviewed in the United States on June 9, 2021
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:*¨¨*:·.EXCELLENT.·:*¨¨*:·.PRODUCT.·:*¨¨*:·.THANK.·:*¨¨*:· YOU !!!!! :*¨¨*:·.EXCELLENT.·:*¨¨*:·.PRODUCT.·:*¨¨*:·.THANK.·:*¨¨*:· YOU !!!!! :*¨¨*:·.EXCELLENT.·:*¨¨*:·.PRODUCT.·:*¨¨*:·.THANK.·:*¨¨*:· YOU !!!!!
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4.0 out of 5 stars College required text
Reviewed in the United States on July 12, 2016
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Used at Western Washington University in 2010. If you're fascinated by marketing, you'll probably like this book. If you think telemarketers are marketing professionals, you probably won't like this book. The case studies were interesting.

Like most people, I rely on honest product reviews to make purchase decisions. Because the experience of others has been so helpful to me, I try to provide honest, helpful reviews to assist other shoppers in selecting the right products for them. I hope my review has been helpful to you!
2 people found this helpful
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Bibi Morais
5.0 out of 5 stars Purchase of a used book
Reviewed in the United States on February 10, 2010
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I am delighted with the efficiency that Amazon.com dealt with my purchase. I received the book promptly and it is in excellent condition. Buying used books does not only save me money but also helps to save our trees. I am very pleased with my purchase and will continue to make Amazon.com my preferred choice for shopping online.

Bonnie
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Tommy K
3.0 out of 5 stars Textbook is a textbook
Reviewed in the United States on August 23, 2013
Verified Purchase
As with most textbooks, the facts are there but the book isn't very interesting. Not something I'd pick up if it wasn't required for class, but it's an OK read.
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Dominik Zawartka
5.0 out of 5 stars It's an older version of the book I need for a class
Reviewed in the United States on October 17, 2013
Verified Purchase
The only reason why I ordered this book, is that I need it for my "Global Marketing" class. Actually I need the newest version (7th?), but this one is ok, too. I paid only $6 and could pass all quizes and exams.
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HSG
5.0 out of 5 stars Informative
Reviewed in the United States on October 26, 2008
Verified Purchase
Great Book, information is updated on the 5th edition.. I personally use it for MY MBA.. there are a lot of books out there, the reason i bought this one is because i had to (PART OF MY MBA) none the less .. its a good textbook and a keeper
2 people found this helpful
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Komal Patel
1.0 out of 5 stars Wrong book
Reviewed in the United States on September 9, 2013
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I got the 5th edition instead of 6th edition. I tried contacting the seller 3-4 times. Could not get hold of him/her. Did not even bother to contact me back.
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Top reviews from other countries

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Amazon Customer
5.0 out of 5 stars Good
Reviewed in Canada on December 20, 2019
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Excellent condition
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Prof. Dr. Waldemar A. Pfoertsch
3.0 out of 5 stars Super practical insights and international business understanding
Reviewed in Germany on September 13, 2017
Verified Purchase
Carlyle Farrell created a very useful text book for global marketing. It is easy to comprehend for the students and very usable in many teaching situations around the globe. The pricing helps very much in non-US dominated colleges and universities.
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Mrs Yvonne Thompson
5.0 out of 5 stars Worth the purchase
Reviewed in the United Kingdom on December 2, 2014
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Excellent book
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