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Global Marketing Management Hardcover – 1995


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Hardcover, 1995
CDN$ 96.32 CDN$ 7.65

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Product Details

  • Hardcover
  • Publisher: Prentice Hall (1995)
  • Language: English
  • ISBN-10: 0133591344
  • ISBN-13: 978-0133591347
  • Product Dimensions: 18 x 3.5 x 24.1 cm
  • Shipping Weight: 1.4 Kg
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • See Complete Table of Contents

Customer Reviews

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By A Customer on Nov. 24 2002
Format: Paperback
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.
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Format: Paperback
This book has easy to understand & have up to date case. The Harley Davidson case is one of the cases that showing us how's struggling US to face Japanese company offensive. This is the good case to picturing the dawn to earth marketing strategy compare to arrogant & not efficient strategy willing by US Company.
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By Ling Zhang on Jan. 15 2003
Format: Paperback
the service is very good and efficient
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 9 reviews
4 of 4 people found the following review helpful
A leading book in the field Aug. 11 2005
By Prof S. M. Burgess - Published on Amazon.com
Format: Paperback
Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s. He is a legend in the field and is widely credited as the father of the global marketing concept.

The 7th edition of his leading text does not disappoint the demanding reader and carries on the tradition of earlier editions. He walks the talk, writing for and speaking to a global audience. It is clear that he is one who has "been there" and knows international markets.

The book presents a very sound basis for learning and is a leading text for full courses in global marketing in many leading MBA programs. It also enjoys a large readership by business execs around the world.

"Global Marketing" opens with a very sound introduction to global marketing analysis and strategy. The international trading environment is well described and the text simplies the complexity of international trading blocs, the WTO, and other influences on marketing strategy today.

Keegan's global marketing texts have always been strong on introducing readers to technical terms used in international trade and exporting and explaining the flow of paperwork (i.e., letters of credit, etc.) one encounters in international trade. This current edition does not disappoint in this regard.

There is a good introduction to factors that motivate consumers and customers to choose and use products that is applicable in consumer, business, services, and high technology markets. The book finishes with a very sound coverage of the marketing mix (i.e., product, price, promotion, and distribution) strategies.

A number of case studies are well integrated into the text to illustrate typical business decisions global marketers must make. I have prescribed this text for more than a decade and it always has been rated as the best or among the best textbooks prescribed for our marketing courses.
6 of 7 people found the following review helpful
clear, understandable jargon Nov. 24 2002
By A Customer - Published on Amazon.com
Format: Paperback
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and Population estimates, that is both put inside the text and at the end of the book as appendix. These estimates give clear grasp to the reader about world demographics and economic structure, and helps reader understand the subject at hand and, in general, world dynamics better. Interesting and information & expertise-loaded cases differentiates the book from other boring textbooks. The future of global marketing section of the book gives the reader an invaluable horizon. I suggest that you read it carefully, you will get too many things from it.
1 of 1 people found the following review helpful
Good Reference Jan. 23 2014
By PhD Leaner - Published on Amazon.com
Format: Paperback Verified Purchase
One of the best books for people who will be conducting research. The book provides some fundamentals that will guide an individual.
0 of 1 people found the following review helpful
bad June 26 2014
By n - Published on Amazon.com
Format: Hardcover Verified Purchase
this book is very basic ...it is like principles of marketing with international examples and a few international new definitions
3 of 6 people found the following review helpful
Students found this to be informative but not presented well July 13 2000
By A Customer - Published on Amazon.com
Format: Hardcover
Valuable, current information presented in a rather dull, uninteresting format according to MBA students. Very comprehensive.

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