This textbookintroduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster.
Increasingly, marketing activities must 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 similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include:
Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.
1. Introduction 2. The Global Economy 3. Cultural and Social Forces 4. Political and Regulatory Climate 5. Global Markets 6. Global Competitors 7. Global Marketing Research 8. Global Market Participation 9. Global Market Entry Strategies 10. Global Product Strategies 11. Global Strategies for Services, Brands and Social Marketing 12. Pricing for International and Global Markets 13. Managing global Distribution Channels 14. Global Promotion Strategies 15. Managing Global Advertising 16. Organizing for Global Marketing
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