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Global Marketing

Amazon.com Price:  $55.00 (as of 08/05/2019 18:10 PST- Details)

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Description

This textbook introduces students to the necessary concepts of global marketing as of late, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster.

Increasingly, marketing activities should be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a an identical strategic approach, recognizing the wish to address both the forces of globalization and those of localization. Other key features include:

  • Coverage of incessantly lost sight of topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations

  • A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an more and more competitive global marketplace

  • Extensive real-life examples and cases from developed and emerging markets, including insights into the incessantly-lost sight of markets of Africa, Latin The united states, and the Middle East

Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build in this strong foundation, making this the book of choice for students of global marketing classes.


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