Global Marketing

For nearly twenty years Global Marketing has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world.

Now into its eighth edition, Global Marketing continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing.

Key Features include:

   A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process

   Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help students comprehend theory and apply it to the real world.

   End of part and end of chapter case studies helping students to understand how the theory relates to real world application.

It is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who want to take their global marketing strategies to the next level.