,:KDW¶V1(:
WRWKH6HYHQWK(GLWLRQ"
NEW learning objectives guide students through the key
goals of every chapter.
NEW chapter-opening vignettes create relevance and
engage students from the beginning of each chapter.
NEW related end-of-chapter cases tie chapter concepts
together at the end of each chapter.
NEW key company, country, and industry tables provide
students with real-world examples including “The World’s
Largest Corporations”, “Index of Economic Freedom”,
“The World’s Most Valuable Brands”, “Top 25 Global
Marketers”, and “Top 20 Global Advertising Organizations.”
NEW section “Marketing Metrics and Analytics” teaches
students how to focus on quantitative measures and
analytics, such as return on investment.
NEW discussion of social media is integrated throughout
the Seventh Edition to engage students and keep Global
Marketing current and relevant with today’s students.
NEW chapter 15, “Global Marketing and the Digital
Revolution,” has been completely revised and updated to
include discussion of location-based mobile platforms,
cloud computing, tablets, and other emerging topics.
,GLOBAL MARKETING
SEVENTH EDITION
Warren J. Keegan
Lubin Graduate School of Business
Pace University
New York City and
Westchester, New York
Mark C. Green
Department of Business Administration
and Economics
Simpson College
Indianola, Iowa
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal
Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
, Editorial Director: Sally Yagan Cover and Interior Designer: Laura Ierardi
Acquisitions Editor: Erin Gardner Cover Design Concept: Mark C. Green
Director of Editorial Services: Ashley Santora Cover Art: Paul Butt/Section Design
Editorial Project Manager: Meeta Pendharkar Senior Media Project Manager, Editorial:
Editorial Assistant: Anastasia Greene Denise Vaughn
Director of Marketing: Maggie Moylan Media Product Manager, Production: Lisa Rinaldi
Executive Marketing Manager: Anne Fahlgren Full-Service Project Management: Jennifer Welsch/
Senior Managing Editor: Judy Leale Bookmasters
Production Project Manager: Ilene Kahn Composition: Integra Software Services, Inc.
Senior Operations Supervisor: Arnold Vila Printer/Binder: Quad Graphics/Versailles
Operations Specialist: Cathleen Petersen Cover Printer: Lehigh-Phoenix Color/
Creative Director: Blair Brown Hagerstown
Sr. Art Director/Design Supervisor: Janet Slowik Text Font: 10/12 Times
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear
on the appropriate page within text.
Copyright © 2013, 2011, 2008, 2005, 2003 by Warren J. Keegan. Published by Pearson Education, Inc.,
publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is
protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction,
storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying,
recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to
Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you
may fax your request to 201-236-3290.
Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where
those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been
printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Keegan, Warren J.
Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-13-271915-5 (pbk.: alk. paper)
1. Export marketing. I. Green, Mark C. II. Title.
HF1416.K443 2013
658.8'4—dc23
2011043720
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-271915-0
ISBN 13: 978-0-13-271915-5
WRWKH6HYHQWK(GLWLRQ"
NEW learning objectives guide students through the key
goals of every chapter.
NEW chapter-opening vignettes create relevance and
engage students from the beginning of each chapter.
NEW related end-of-chapter cases tie chapter concepts
together at the end of each chapter.
NEW key company, country, and industry tables provide
students with real-world examples including “The World’s
Largest Corporations”, “Index of Economic Freedom”,
“The World’s Most Valuable Brands”, “Top 25 Global
Marketers”, and “Top 20 Global Advertising Organizations.”
NEW section “Marketing Metrics and Analytics” teaches
students how to focus on quantitative measures and
analytics, such as return on investment.
NEW discussion of social media is integrated throughout
the Seventh Edition to engage students and keep Global
Marketing current and relevant with today’s students.
NEW chapter 15, “Global Marketing and the Digital
Revolution,” has been completely revised and updated to
include discussion of location-based mobile platforms,
cloud computing, tablets, and other emerging topics.
,GLOBAL MARKETING
SEVENTH EDITION
Warren J. Keegan
Lubin Graduate School of Business
Pace University
New York City and
Westchester, New York
Mark C. Green
Department of Business Administration
and Economics
Simpson College
Indianola, Iowa
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal
Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
, Editorial Director: Sally Yagan Cover and Interior Designer: Laura Ierardi
Acquisitions Editor: Erin Gardner Cover Design Concept: Mark C. Green
Director of Editorial Services: Ashley Santora Cover Art: Paul Butt/Section Design
Editorial Project Manager: Meeta Pendharkar Senior Media Project Manager, Editorial:
Editorial Assistant: Anastasia Greene Denise Vaughn
Director of Marketing: Maggie Moylan Media Product Manager, Production: Lisa Rinaldi
Executive Marketing Manager: Anne Fahlgren Full-Service Project Management: Jennifer Welsch/
Senior Managing Editor: Judy Leale Bookmasters
Production Project Manager: Ilene Kahn Composition: Integra Software Services, Inc.
Senior Operations Supervisor: Arnold Vila Printer/Binder: Quad Graphics/Versailles
Operations Specialist: Cathleen Petersen Cover Printer: Lehigh-Phoenix Color/
Creative Director: Blair Brown Hagerstown
Sr. Art Director/Design Supervisor: Janet Slowik Text Font: 10/12 Times
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear
on the appropriate page within text.
Copyright © 2013, 2011, 2008, 2005, 2003 by Warren J. Keegan. Published by Pearson Education, Inc.,
publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is
protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction,
storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying,
recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to
Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you
may fax your request to 201-236-3290.
Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where
those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been
printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Keegan, Warren J.
Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-13-271915-5 (pbk.: alk. paper)
1. Export marketing. I. Green, Mark C. II. Title.
HF1416.K443 2013
658.8'4—dc23
2011043720
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-271915-0
ISBN 13: 978-0-13-271915-5
