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Pearson - Global Marketing, 5/E - Warren J. Keegan & Mark Green

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Busine ss / Mark e ting / Inte rnational Mark e ting / Global Mark e ting, 5/E

Global Marketing, 5/E
Warren J. Keegan Mark Green
A new edition is available now! ISBN-10: 0131754343 • ISBN-13: 9780131754348 ©2008 • Prentice Hall • Paper, 672 pp Published 11/13/2007 View larger cover This item has been replaced by Global Marketing, 7/E.

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Table of Contents
PART I - INTRODUCTION

Chapter 1 Introduction to Global Marketing

C ase 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe

C ase 1-2 Acer Inc.

PART II - THE GLOBAL MARKETING ENVIRONMENT

Chapter 2 The Global Economic Environment

C ase 2-1 Vietnam's Market Potential

C ase 2-2 Is C hina’s C urrency Too Strong?

Chapter 3 The Global Trade Environment

C ase 3-1 The Free Trade Area of the Americas

Chapter 4 Social and Cultural Environments

C ase 4-1 Fair Trade C offee: Ethics, Religion and Sustainable Production

C ase 4-2 Barbie: The American Girl Goes Global

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Chapter 5 The Political, Legal, and Regulatory Environments of Global Marketing

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Pearson - Global Marketing, 5/E - Warren J. Keegan & Mark Green
C ase 5-1 America’s C uba C onundrum

C ase 5-2 Genetically Modified Organisms

PART III - APPROACHING GLOBAL MARKETS

Chapter 6 Global Information Systems and Market Research

C ase 6-1 Research Helps Whirlpool Act Local in a Global