Global Marketing

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9780618659531: Global Marketing
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Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

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Synopsis:

The text presents students with a balanced perspective of both the global forces that require managers to increasingly co-ordinate marketing decisions across national markets and the enduring cultural differences that demand localisation. This book features: a hands-on managerial approach to global marketing that uses abundant cases and examples that challenge students to interpret and simulate decisions faced by today's managers; offers balanced presentation of developed and developing markets as well as competitors in these markets; provides a dual focus on international buyers and competition in the global marketplace; provides an overview of the forces of globalisation, such as technological change and market liberalisation, combined with a strong appreciation for cultural analysis and the need to apply cultural understanding to marketing decisions; and offers balanced gender representation, showing in examples and cases both men and women as global marketers.

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