Warren J. Keegan – författare

For global marketing courses. Three decades of success preparing global marketers. Global Marketing offers a compelling, authoritative narrative on marketing in the era of globalisation. The authors take an environmental and strategic approach focused on the major dimensions of global business. Analytical tools equip students for professional applications of the 4Ps: product, price, place and promotion.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 innovations.

For global marketing courses.

Three decades of success preparing global marketers

Global Marketing offers a compelling, authoritative narrative on marketing in the era of globalization. The authors take an environmental and strategic approach focused on the major dimensions of global business. Analytical tools equip students for professional applications of the 4Ps: product, price, place and promotion.

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 innovations.

Das Werk stellt einen völlig neuen Ansatz der Diskussion globaler Marketingproblemstellungen dar. Vieles in der Diskussion um globales Marketing und Strategie ist von der Spannung zwischen dem Wunsch nach globaler Standardisierung und dem Erfordernis lokaler Anpassung geprägt. Diese fruchtbringende Dialektik wird auch in diesem Werk weiter getragen, indem der Text einen spezifisch europäischen Blick auf globales Marketing wirft. In der praktischen Umsetzung ist dies durch ein europäisch-amerikanisches Autorenteam erstmals gelungen.