Global Marketing - Tapa blanda

Reseña del editor

For courses in global marketing. Familiarizes Readers with Global Marketing and the Global Business Environment Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors' goal has been to write a book that's authoritative in content yet relaxed and assured in style and tone. Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing 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. Also Available with MyMarketingLab (TM) MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. NOTE: You are purchasing a standalone product; MyMarketingLab (TM) does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for: 0134472462 / 9780134472461 Global Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists of: 0134129946 / 9780134129945 Global Marketing 0134149742 / 9780134149745 MyMarketingLab with Pearson eText -- Access Card -- for Global Marketing

Biografía del autor

"Dr. Warren J. Keegan." Dr. Keegan is Distinguished Professor of Marketing and International Business and Director of the Institute for Global Business Strategy at the Lubin School of Business, Pace University, New York City and Westchester. He is Visiting University Professor, Cranfield School of Management (UK), CEIBS (China European International Business School) Shanghai, the Wharton School, University of Pennsylvania Executive Programs, and ESSEC, Cergy - Pontoise (France). He is 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. The firm is affiliated with MarkPlus, the leading marketing consulting firm of Indonesia.

Dr. Keegan is the author of many books. His text, "Global Marketing Management," Seventh Edition (2002, Prentice Hall, Inc.) is recognized as the leading Global Marketing text for M.B.A. courses around the world. His other books include "Offensive Marketing" (2004), "Global Marketing," Third Edition (2003, Prentice Hall), "Marketing Plans That Work," Second Edition (2002, Butterworth-Heinemann), "Marketing," Second Edition (1995, Prentice Hall), "Marketing Sans Frontieres" (1994, InterEditions), "Advertising Worldwide" (1991, Prentice Hall), and "Judgments, Choices and Decisions" (1984, Wiley). He has published in 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 is a former MIT Fellow in Africa where he served as Assistant Secretary, Ministry ofDevelopment 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, and Chairman of Douglas A. Edwards, a New York corporate real estate firm.

Dr. Keegan holds an M.B.A. and doctorate from the Harvard Business School. He has been a visiting professor at New York University, INSEAD (France), IMD (Switzerland), The Stockholm School of Economics, Emmanuel College of Cambridge University, and at the University of Hawaii. He is a former faculty member of Columbia Business School, Baruch College, and The School of Government and Business Administration of The George Washington University.

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). His biography is listed in "Marquis Who's Who in America." He is a member of the International Advisory Board of Ecole des Hautes Etudes Commerciales (HEC), Montreal; the Editorial Advisory Board, Cranfield School of Management; and Financial Times Management Monograph Series and is a current or former director of The S.M. Stoller Company, Inc., The Cooper Companies, Inc. (NYSE), InterAd, 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 Simpson College in Indianola, Iowa, where he teaches courses in management, marketing, advertising, international marketing, innovation, and Russian language. He earned his B.A. degree inRussian literature from Lawrence University, M.A. and Ph.D. degrees in Russian linguists from Cornell University and an M.B.A. degree in marketing management from Syracuse University.

In addition to co-authoring "Global Marketing," Fourth Edition with Warren Keegan, Dr. Green has also contributed case studies and chapter materials to several other textbooks published by Prentice Hall. These include: "Advertising Principles and Practices," Fourth Edition, by William Wells, John Burnett, and Sandra Moriarty (1997); "Behavior in Organizations," Sixth Edition, by Jerald Greenberg and Robert Baron (1996); "Business," Fourth Edition, by Ricky Griffin and Ronald Ebert (1995); and "Principles of Marketing" by Warren Keegan, Sandra Moriarty, and Thomas Duncan (1992). Dr. Green has also written essays on technology and global business that have appeared in the "Des Moines Register" and other newspapers.

Dr. Green has traveled to the former Soviet Union on numerous occasions. In 1995 and 1996, he participated in a grant project funded by the U.S. Agency for International Development (USAID) and presented marketing seminars to audiences in Nizhny Novgorod. In addition, Dr. Green has served as a consultant to several Iowa organizations that have business and cultural ties with Russia and other former Soviet republics. Dr. Green has lectured in Russia and Ukraine on topics relating to emerging market economies. His 1992 monograph, "Developing the Russian Market" in the 1990s, received an award from the Iowa-based International Network on Trade.

In 1997, Dr. Green was the recipient of Simpson College's Distinguished Research and Writing Award. Dr. Green also received the 1995Distinguished Teaching Award for senior faculty. In 1990, he was the recipient of Simpson's Excellence in Teaching Award for junior faculty. He also received the 1988 Outstanding Faculty of the Year awarded by the Alpha Sigma Lambda adult student honorary at Simpson College.