Global Marketing eighth edition
Warren J. Keegan • Mark C. Green
this is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author.
Pearson Global Edition
G lobal M
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ISBN-13: ISBN-10:
978-1-292-01738-9 1-292-01738-4
9 7 8 1 2 9 2 0 1 7 3 8 9
9 0 0 0 0
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GlobAl edition
GlobAl edition
For these Global editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools. this Global edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the north American version.
Whatever your course goals, we’ve got you covered!
Use MyMarketingLab™ to improve student results!
• Study Plan – Help students build a basic understanding of key concepts. Students start by taking a pretest to gauge initial understanding of key concepts. Upon completion, they receive a personalized path of study based on the areas where they would benefit from additional study and practice.
• Business Today – Bring current events alive in your classroom with videos, discussion questions, and author blogs. Be sure to check back often; this section changes daily.
• Decision-making Simulations – Place your students in the role of a key decision-maker, where they are asked to make a series of decisions. The simulation will change and branch based on the decisions students make, providing a variation of scenario paths. Upon completion of each simulation, students receive a grade, as well as a detailed report of the choices they made during the simulation and the associated consequences of those decisions.
• Dynamic Study Modules – Through adaptive learning, students get personalized guidance where and when they need it most, creating greater engagement, improving knowledge retention, and supporting subject-matter mastery. Ultimately, students’ self-confidence increases and their results improve. Also available on mobile devices.
• Writing Space – Better writers make great learners—who perform better in their courses. Providing a single location to develop and assess concept mastery and critical thinking, the Writing Space offers assisted graded and create-your-own writing assignments, enabling you to exchange personalized feedback with students, quickly and easily.
Writing Space can also check students’ work for improper citation or plagiarism by comparing it against the world’s most accurate text comparison database, available from Turnitin.
http://www.pearsonmylabandmastering.com
Whatever your course goals, we’ve got you covered!
Use MyMarketingLab™ to improve student results!
• Study Plan – Help students build a basic understanding of key concepts. Students start by taking a pretest to gauge initial understanding of key concepts. Upon completion, they receive a personalized path of study based on the areas where they would benefit from additional study and practice.
• Business Today – Bring current events alive in your classroom with videos, discussion questions, and author blogs. Be sure to check back often; this section changes daily.
• Decision-making Simulations – Place your students in the role of a key decision-maker, where they are asked to make a series of decisions. The simulation will change and branch based on the decisions students make, providing a variation of scenario paths. Upon completion of each simulation, students receive a grade, as well as a detailed report of the choices they made during the simulation and the associated consequences of those decisions.
• Dynamic Study Modules – Through adaptive learning, students get personalized guidance where and when they need it most, creating greater engagement, improving knowledge retention, and supporting subject-matter mastery. Ultimately, students’ self-confidence increases and their results improve. Also available on mobile devices.
• Writing Space – Better writers make great learners—who perform better in their courses. Providing a single location to develop and assess concept mastery and critical thinking, the Writing Space offers assisted graded and create-your-own writing assignments, enabling you to exchange personalized feedback with students, quickly and easily.
Writing Space can also check students’ work for improper citation or plagiarism by comparing it against the world’s most accurate text comparison database, available from Turnitin.
http://www.pearsonmylabandmastering.com
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
Tippie College of Business
University of Iowa
Iowa City, 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
Global MaRKETING Eighth Edition
gLoBAL Edition
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Editor in Chief: Stephanie Wall acquisitions Editor: Mark Gaffney Senior acquisitions Editor, Global Editions: Steven Jackson Project Editor, Global Editions: Suchismita Ukil Program Manager Team lead: ashley Santora Program Manager: Jennifer M. Collins Editorial assistant: Daniel Petrino Director of Marketing: Maggie Moylan Executive Marketing Manager: anne Fahlgren Project Manager Team lead: Judy leale Project Manager: becca Groves Head of learning asset acquisition, Global Editions: laura Dent Media Producer, Global Editions: M. Vikram Kumar
associate Print and Media Editor, Global Editions: anuprova Dey Chowdhuri Senior Manufacturing Controller, Production, Global Editions: Trudy Kimber Creative Director: blair brown Senior art Director: Janet Slowik Manager of Central Design, Cover: Jayne Conte Designer, Cover: Karen Salzbach Cover Image: © My life Graphic/Shutterstock VP, Director of Digital Strategy & assessment: Paul Gentile Digital Editor: brian Surette Digital Development Manager: Robin lazrus Digital Project Manager: alana Coles Mylab Product Manager: Joan Waxman Digital Production Project Manager: lisa Rinaldi
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within the text.
Pearson Education limited Edinburgh Gate Harlow Essex CM20 2JE England
and associated Companies throughout the world
Visit us on the World Wide Web at: www.pearsonglobaleditions.com
© Pearson Education limited 2015
The rights of Warren J. Keegan and Mark C. Green to be identified as the authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents act 1988.
Authorized adaptation from the United States edition, entitled Global Marketing, 8th edition, ISBN 978-0-13-354500-5, by Warren J. Keegan and Mark C. Green, published by Pearson Education © 2015.
all rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright licensing agency ltd, Saffron House, 6–10 Kirby Street, london EC1N 8TS.
all trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
ISbN 10: 1-292-01738-4 ISbN 13: 978-1-292-01738-9
british library Cataloguing-in-Publication Data a catalogue record for this book is available from the british library
10 9 8 7 6 5 4 3 2 1 14 13 12 11
Typeset in 10/12 Times by Integra Printed and bound by Courier Kendallville in The United States of america
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To Cynthia, my wife, best friend, and partner in living life creatively.
—WJK
In memoriam: Peter Nathaniel Green 1964–2013
—MCG
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Brief Contents