9781119563112

Global Marketing Management, 8^th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.

Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

1 Globalization Imperative 1

Why Global Marketing is Imperative 3

The Fluid Nature of Global Competition 7

Globalization of Markets: Convergence and Divergence 11

Evolution of Global Marketing 17

Summary 26

Key Terms 26

Review Questions 26

Discussion Questions 26

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Global Marketing Management

Global Marketing Management

1119563119

Summary

Table of Contents

Supplemental Materials