9780618659531

Global Marketing An Interactive Approach

  • ISBN 13:

    9780618659531

  • ISBN 10:

    0618659536

  • Edition: 1st
  • Format: Paperback
  • Copyright: 02/01/2006
  • Publisher: Cengage Learning
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. 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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