Global Marketing (5th Edition)
by Warren J. Keegan, Mark C. Green
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Book Summary Information
Author: Mark C. Green, Warren J. KeeganEdition: Paperback
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2007-11-23
ISBN: 0131754343
Number of pages: 672
Publisher: Prentice Hall
Book Reviews of Global Marketing (5th Edition)
Book Review: A practical book
Summary: 4 Stars
With 17 chapters, it covers everything from economic environment, to e-commerce. Each chapter is well written with good real-life examples.
I used this book for a college course. Eleven students took this eight-week evening class. Final projects were done on MNCs: Adidas, BMW, Citibank, Coke, Disney, Ford, Mercedes Benz, McDonald, Nike, Starbucks, and Toyota Motors. They presented their projects last night and did excellent work.
The mini-cases are good for quick analysis. The only drawback of this book, is you need to do more research
to get more details, for these mini-cases.
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