Global Marketing Management
Warren Keegan is to global marketing what Philip Kotler is to marketing. As a student,
then as a teacher, Keegan was my hero, and there is still no one who comes anywhere near
him for depth, excitement, clarity, and vision. This eighth edition is a book that stands head
and shoulders above all others. It pushes the state of the art to even new frontiers. For anyone
interested in global marketing, whether student, teacher, or practitioner, this book is a must.
—Professor MalcolM H. B. McDonalD
Emeritus Professor at Cranfeld School of Management and Visiting
Professor at Henley, Warwick, Aston, and Bradford Business Schools
Companies doing business in the Asia Pacifc region, both local and global, need marketing
today more than ever. In this new business environment, marketing will be the key to success
and prosperity, and Keegan’s eighth edition is the key to global marketing. His book stands out
as a clear leader. If you want tobe a world-class global marketer, this book shows the way.
—HerMawan Kartajaya
Hermawan Kartajaya, founder of MarkPlus, Inc. Jakarta, Indonesia is the President
of World Marketing Association. In 2003, he was named by the United Kingdom Chartered
Institute of Marketing as one of the “50 Gurus Who Have Shaped the Future of Marketing”.
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Global MarketinG ManaGeMent
Eighth Edition
Warren J. Keegan
Professor Emeritus, Lubin School of Business,
Pace University, New York City and Westchester
Fellow, Academy of International Business
With Elyse Arnow Brill
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montral Toronto
Delhi Mexico City So Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Editor in Chief: Stephanie Wall
Editorial Project Manager: Meeta Pendharkar
Editorial Assistant: Jacob Garber
Executive Marketing Manager: Anne Fahlgren
Marketing Assistant: Gianna Sandri
Production Manager: Meghan DeMaio
Creative Director: Jayne Conte
Cover Designer: Suzanne Duda
Cover Art: ARENA Creative/Shutterstock
Senior Media Project Manager: Denise Vaughn
Full-Service Project Management/Composition: Abinaya Rajendran/Integra Software Services
Printer/Binder: Edwards Brothers
Cover Printer: Lehigh-Phoenix Color
Text Font: 10/12, ITC Garamond
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this
textbook appear on the appropriate page within text.
Copyright2014, 2002, 1999 by Pearson Education, Inc. 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
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claim, the designations have been printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Keegan, Warren J.
Global marketing management/Warren J. Keegan, with Elyse Arnow Brill. —8e [edition].
pages cm
ISBN-13: 978-0-13-615739-7 (alk. paper)
ISBN-10: 0-13-615739-4 (alk. paper)
1. Export marketing—Management.2. Export marketing—Management—Case studies.
I. Brill, Elyse Arnow.II. Title.
HF1416.K44 2014
658.8’4—dc23
2012046786
ISBN-13: 978-0-13-615739-7
ISBN-10: 0-13-615739-4。