Familiarizes College Students with Global Marketing and the Global Business Environment – Marking the 20th anniversary of this series of textbooks, this Global Marketing 9th global edition (PDF) by Keegan and Green builds on the tradition and successes of previous editions. Its strategic and environmental approach outlines the major dimensions of the global business environment. In this latest ninth edition, as in all previous editions, the authors’ goal has been to write an ebook that’s authoritative in content yet relaxed and assured in tone and style.
Students have consistently praised Keegan’s Global Marketing 9th edition (global) for its simple, readable language and clarity. The 9th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of concerns, questions, and crises facing global markets. Real new cases have been added while others have been revised as the textbook considers recent geopolitical developments and technological changes affecting global marketing.