Global Marketing : An Interactive Approach
Global Marketing : An Interactive Approach
- ISBN 13:
9780618005086
- ISBN 10:
0618005080
- Edition: 1st
- Format: Paperback
- Copyright: 02/27/2003
- Publisher: South-Western College Pub
- Newer Edition
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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.