About the Book
Table of Contents:
PART 1: INTRODUCTION
Introduction to Global Marketing
PART 2: THE GLOBAL MARKETING ENVIRONMENT
The Global Economic Environment
The Global Trade Environment
Social and Cultural Environments
The Political, Legal, and Regulatory Environments
PART 3: APPROACHING GLOBAL MARKETS
Global Information Systems and Market Research
Segmentation, Targeting, and Positioning
Importing, Exporting, and Sourcing
Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
PART 4: THE GLOBAL MARKETING MIX
Brand and Product Decisions in Global Marketing
Pricing Decisions
Global Marketing Channels and Physical Distribution
Global Marketing Communications Decisions I
Global Marketing Communications Decisions II
Global Marketing and the Digital Revolution
PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
Strategic Elements of Competitive Advantage
Leadership, Organization, and Corporate Social Responsibility
About the Author :
About our authors Dr. Mark C. Green is Professor of Management at Simpson College in Indianola, Iowa, where he teaches courses in management, marketing, advertising, international marketing, and entrepreneurship and innovation. He has also been a Visiting Professor at the University of Iowa’s Tippie College of Business. During the 2011 to 2012 academic year, he taught Principles of Marketing and International Marketing for the Consortium of Universities for International Studies (CUIS) in Paderno del Grappa, Italy. In Fall of 2017 he spent a semester teaching, researching and writing at the University of Roehampton in London.
Dr. Green earned his BA degree in Russian literature from Lawrence University; MA and PhD degrees in Russian linguistics from Cornell University; and an MBA degree in marketing management from Syracuse University.
In addition to co-authoring Global Marketing, 11th Edition, he was Senior Contributing Author for Principles of Marketing, an open-source textbook published by Open Stax in 2023. Dr. Green has also written essays on technology and global business for the Des Moines Register.
Over a 25-year period, he traveled to the former Soviet Union and Russia on numerous occasions. He participated in a grant project funded by the US Agency for International Development (USAID) and presented marketing seminars to audiences in Nizhny Novgorod. In addition, he has served as a consultant to Iowa organizations that have business and cultural ties with Russia and other former Soviet republics. He has lectured in Russia and Ukraine on topics relating to emerging market economies. In 1992, in the early days of the post-Soviet era, his monograph titled Developing the Russian Market received an award from the Iowa-based International Network on Trade.
Dr. Green has been the recipient of several awards at Simpson College, including a Distinguished Research and Writing Award, a Distinguished Teaching Award for senior faculty and an Excellence in Teaching Award for junior faculty. He has also received an award for Outstanding Faculty of the Year from the Alpha Sigma Lambda adult student honorary at Simpson College.
Dr. Warren J. Keegan (late) was Distinguished Professor of Marketing and International Business Emeritus at the Lubin School of Business, Pace University, New York City and Westchester. He was 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.
Dr. Keegan was the author of many books. His text, Global Marketing Management (Prentice Hall), was recognized as the leading global marketing text for MBA courses around the world. His other books include Global Marketing, 10th Edition; Offensive Marketing: An Action Guide to Gaining the Offensive in Business (with Hugh Davidson) (Elsevier, Butterworth Heinemann, 2004); Marketing Plans That Work, 2nd Edition (with Malcolm McDonald) (Butterworth-Heinemann, 2002); Marketing, 2nd Edition (Prentice Hall, 1995); Marketing Sans Frontieres (InterEditions, 1994); Advertising Worldwide (Prentice Hall, 1991); and Judgments, Choices and Decisions, (Wiley, 1984). He published in the 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 was a former MIT Fellow in Africa, where he served as Assistant Secretary, Ministry of Development 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.
Dr. Keegan held a BS and MS in Economics from Kansas State University and an MBA and a doctorate from the Harvard Business School. He was a visiting professor at New York University, INSEAD (France), IMD (Switzerland), the Stockholm School of Economics, Emmanuel College of Cambridge University and the University of Hawaii. He was a former faculty member of Columbia Business School, Baruch College, and the School of Government and Business Administration of The George Washington University.
He was a 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 Who’s Who in America (A. N. Marquis). He was a member of the International Advisory Board of École des Hautes Études Commerciales (HEC), Montreal; the Editorial Advisory Board, Cranfield School of Management and Financial Times Management Monograph Series; a former director of The S.M. Stoller Company, Inc.; The Cooper Companies, Inc. (NYSE); Inter-Ad, Inc.; American Thermal Corporation, Inc.; Halfway Houses of Westchester, Inc.; Wainwright House; The Rye Arts Center; and The Rye Historical Society.
He was an enthusiastic global traveler and especially enjoyed field research of global markets by motorcycle, often accompanied by his wife, Cynthia.
