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Global Marketing Management (7th Edition)
by Warren J. Keegan
from Prentice Hall
Customer Reviews:
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Avg. Customer Rating: 4.0 / 5.0 
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A leading book in the field 
Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s. He is a legend in the field and is widely credited as the father of the global marketing concept.
The 7th edition of his leading text does not disappoint the demanding reader and carries on the tradition of earlier editions. He walks the talk, writing for and speaking to a global audience. It is clear that he is one who has "been there" and knows international markets.
The book... more info
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The up to date Case
This book has easy to understand & have up to date case. The Harley Davidson case is one of the cases that showing us how's struggling US to face Japanese company offensive. This is the good case to picturing the dawn to earth marketing strategy compare to arrogant & not efficient strategy willing by US Company.
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good service
the service is very good and efficient
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clear, understandable jargon
Marketing concepts are explained within global marketing frame in an understandable manner using the jargon everybody can understand. The principles that each company must take into account both at home and abroad are revealed. Especially, I liked "18 Guiding Principles of the Marketing Company". Articles from the scholars at prestigious business schools are related to global marketing concepts in most understandable way. This makes the book richer. Another thing making the book richer is Global Income and... more info
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