Global Marketing

Global Marketing: Practical Insights and International Perspectives is a new textbook for global/international marketing courses with a truly worldwide perspective. Key concepts are illustrated with multiple examples and cases from North America, Europe and the emerging markets of China, India and Latin America with an appropriate balance in the coverage of developed and developing country marketing issues. This new text equips students with the tools to make marketing decisions in a global business environment and as such the book has a strong strategic and practical orientation. There is an emphasis on solving real world problems and making critical marketing decisions in a range of business environments with varying levels of political risks, competitive pressures and different cultural considerations, and as such the book is completely in tune with the complexity of international business today.