Global marketing, as defined by Warren J. Keegan and Mark C. Green, is the process of conceptualizing and implementing marketing strategies that aim to reach a worldwide audience. It is a key aspect of international business that involves understanding the cultural, economic, and political differences that exist between nations and how they impact consumer behavior.
Warren J. Keegan is a renowned author, academic, and consultant in the field of global marketing. He has authored several books, including Global Marketing Management, which is considered a seminal text in the subject. Keegan has extensive experience working with multinational corporations, helping them develop effective global marketing strategies. He is also a professor at the Graduate School of Business at Pace University in New York.
Mark C. Green is a professor of marketing and international business at the University of Buffalo. He has published several books and articles on the subject of international marketing, with a focus on the Asia-Pacific region. Green’s research interests include global brand strategy, cross-cultural consumer behavior, and market entry strategies.
Together, Keegan and Green have made significant contributions to the understanding and practice of global marketing. Their collaboration has resulted in the publication of numerous articles and books on the subject, providing valuable insights into the complexities of international marketing.
One of their key contributions is the development of the EPRG framework, which categorizes companies based on their orientation toward international markets. This framework helps businesses identify appropriate global marketing strategies based on their level of involvement in foreign markets.
Keegan and Green also stress the importance of understanding cultural differences and adapting marketing strategies accordingly. They emphasize the need for businesses to be sensitive and flexible while creating marketing campaigns for different cultures.
Another crucial aspect of global marketing as highlighted by Keegan and Green is the impact of economic, political, and legal factors on international marketing. They argue that businesses must not only adapt their strategies to cultural differences but also to economic and political differences between countries.
In conclusion, Warren J. Keegan and Mark C. Green have played a significant role in shaping the field of global marketing. Their work has helped businesses understand the complexities and challenges of reaching a worldwide audience and has provided valuable insights into successful global marketing strategies. Their contributions will continue to influence the way companies approach international markets in the future.