Global Marketing plus MyMarketingLab with Pearson eText, Global Edition

Series
Pearson
Author
Warren J. Keegan / Mark C. Green  
Publisher
Pearson
Cover
Softcover
Edition
9
Language
English
Pub.-date
May 2016
ISBN13
9781292150888
ISBN
1292150882
Related Titles


Product detail

Product Price CHF Available  
9781292150888
Global Marketing plus MyMarketingLab with Pearson eText, Global Edition
93.50 approx. 7-9 days

Free evaluation copy for lecturers


Description

 

 For courses in global marketing.

This package includes MyMarketingLab

 

Familiarizes Students 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.

 

Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and 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.

 

Personalize Learning with MyMarketingLab

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.

 

MyMarketingLab should only be purchased when required by an instructor. Please be sure you have the correct ISBN and Course ID. Instructors, contact your Pearson representative for more information.

 

 

 

 

Features

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

 

About the Book

Brings Global Marketing to Life with Real-­World Examples

  • NEW! and REVISED! Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Fifty percent of the chapter-opening vignettes and related end-of-chapter cases are new to the Ninth Edition. Holdover cases have been revised and updated as well.

Informed by Specific Geopolitical Developments

  • NEW! Updated to reflect recent geopolitical changes, the text includes material on uprisings in North Africa and the Arab world and changes in the political climate of China.
  • NEW!Considers the broad concerns of the eurozone and Russia.
  • NEW! Updates regarding the post-recession recovery of the United States.
  • Although all of these storylines continue to unfold as this edition goes to press, the text looks to offer up-to-date, original insights into the complexities and subtleties of these shifts in the external environment and their implications for global marketers.

Concise, Clear, and Up-To-Date

  • The text is written in clear, simple, easy-to-understand language, providing conceptual and analytical tools that help and prepare students to understand global marketing.
  • NEW! All tables containing key company, country, and industry data have been updated.
  • UPDATED! Discussion of the BRICS nations has been updated to incorporate the impact of slowing growth in China and the decline of commodity prices.
  • NEW! New discussion of social media is integrated throughout the Ninth Edition. Chapter 15 has been completely revised and updated to include discussion of location-based mobile platforms, cloud computing, tablets, wearable devices, and other cutting-edge topics.
  • UPDATED! The Innovation, Entrepreneurship, and the Global Startup sidebar has been expanded to include profiles of more visionary business leaders from around the world.
  • UPDATED! Income and population data in Chapter 3 have been reorganized for improved clarity, comparability, and visual impact.

 

This package includes MyMarketingLab, an online homework, tutorial, and assessment program designed to work with this text to personalize learning 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.

Before Class

  • The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.  
  • Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and accessible on smartphones, tablets, and computers.
  • Enhanced eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self-assessment, MyLab with Enhanced eText provides students with a complete digital learning experience—all in one place.

During Class

  • Learning Catalyticsis an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:
    • Pose a variety of open-ended questions that help your students develop critical thinking skills
    • Monitor responses to find out where students are struggling
    • Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class
    • Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning
  • Business Today brings current events alive in your classroom with videos that illustrate current and topical business concepts.   
  • Reporting Dashboard: View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

After Class

  • Branching, Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.
  • Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.
  • Writing Space. Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin®, Writing Space can check students’ work for improper citation or plagiarism.
  • Quizzes and Tests: Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

 

 

 


 

New to this Edition

About the Book

Brings Global Marketing to Life with Real-­World Examples

  • REVISED! Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Fifty percent of the chapter-opening vignettes and related end-of-chapter cases are new to the Ninth Edition. Holdover cases have been revised and updated as well.

Informed by Specific Geopolitical Developments

  • Updated to reflect recent geopolitical changes, the text includes material on uprisings in North Africa and the Arab world and changes in the political climate of China.
  • Considers the broad concerns of the eurozone and Russia.
  • Updates regarding the post-recession recovery of the United States.

Concise, Clear, and Up-To-Date

  • All tables containing key company, country, and industry data have been updated.
  • UPDATED! Discussion of the BRICS nations has been updated to incorporate the impact of slowing growth in China and the decline of commodity prices.
  • New discussion of social media is integrated throughout the Ninth Edition. Chapter 15 has been completely revised and updated to include discussion of location-based mobile platforms, cloud computing, tablets, wearable devices, and other cutting-edge topics.
  • UPDATED! The Innovation, Entrepreneurship, and the Global Startup sidebar has been expanded to include profiles of more visionary business leaders from around the world.
  • UPDATED! Income and population data in Chapter 3 have been reorganized for improved clarity, comparability, and visual impact.

 

This package includes MyMarketingLab, an online homework, tutorial, and assessment program designed to work with this text to personalize learning 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.

Before Class

  • The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.  
  • Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and accessible on smartphones, tablets, and computers.
  • Enhanced eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self-assessment, MyLab with Enhanced eText provides students with a complete digital learning experience—all in one place.

During Class

  • Learning Catalyticsis an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:
    • Pose a variety of open-ended questions that help your students develop critical thinking skills
    • Monitor responses to find out where students are struggling
    • Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class
    • Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning
  • Business Today brings current events alive in your classroom with videos that illustrate current and topical business concepts.   
  • Reporting Dashboard: View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

After Class

  • Branching, Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.
  • Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.
  • Writing Space. Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin®, Writing Space can check students’ work for improper citation or plagiarism.
  • Quizzes and Tests: Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

 

Table of Contents

Part I: Introduction

1. Introduction to Global Marketing

 

Part II: The Global Marketing Environment

2. The Global Economic Environment

3. The Global Trade Environment

4. Social and Cultural Environments

5. The Political, Legal, and Regulatory Environments

 

Part III: Approaching Global Markets

6. Global Information Systems and Market Research

7. Segmentation, Targeting, and Positioning

8. Importing, Exporting, and Sourcing

9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances

 

Part IV: The Global Marketing Mix

10. Brand and Product Decisions in Global Marketing

11. Pricing Decisions

12. Global Marketing Channels and Physical Distribution

13. Global Marketing Communications Decisions I: Advertising and Public Relations

14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

15. Global Marketing and the Digital Revolution

 

Part V: Strategy and Leadership in the Twenty-First Century

16. Strategic Elements of Competitive Advantage

17. Leadership, Organization, and Corporate Social Responsibility