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Global Marketing enters its third decade of success developing the next generation of global marketers. With this long-relied-upon resource, authors Mark Green and Warren Keegan offer a compelling, authoritative narrative on marketing in the era of globalization.
They take an environmental and strategic approach focused on the major dimensions of global business. Through integrated analytical tools, they will also help you successfully apply the 4Ps (product, price, place and promotion) to a future career in global marketing or related areas.
With an easy-to-consume style and tone, the 11th Edition explores complex shifts in global business and what they mean for marketers. New cases and coverage reflect the rapid pace of change across global economies, commerce and technologies, including social media, AI and other cutting-edge advancements.