"《全球营销（英文版·第10版）》是国际营销资深学者沃伦·基根教授的代表作，在世界许多国家和地区广泛使用。书中介绍了很多前沿的概念或分析工具，如产品生命周期、杠杆作用、资源获取、全球战略伙伴关系、国家竞争优势分析框架等，帮助学生在全球营销中把握发展机会，成功实施4P理论和策略组合。 《全球营销（英文版·第10版）》配有丰富的教辅资源，包括PPT讲义、教师手册、试题等，适合用作高等院校经济管理类专业本科生、研究生、MBA、国际商务硕士等的双语教材。 "

[美] 马克·格林（Mark C. Green）,美国艾奥瓦州辛普森学院管理学教授，讲授管理学、营销学、广告学、国际营销学、创业与创新等多门课程。拥有美国康奈尔大学俄语语言学硕士和博士学位，雪城大学工商管理硕士学位。荣获辛普森学院多个奖项，包括杰出教学与写作奖、杰出教学奖等。

Preface We are proud that this Tenth Edition of Global Marketing marks more than two decades of publication success. In this new edition, as in prior editions, we take an environmental and strategic approach to global marketing by outlining the major dimensions of the global business environment. We also provide a set of conceptual and analytical tools that prepare students to successfully apply the 4Ps when pursuing careers in global marketing or related areas. Guided by our experience using the text in undergraduate and graduate classrooms and in corporate training seminars, we have revised, updated, and expanded Global Marketing. One of our challenges in developing a...