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Global Marketing

Global Marketing - 3rd edition

ISBN13: 978-1439039434

Cover of Global Marketing 3RD 11 (ISBN 978-1439039434)
ISBN13: 978-1439039434
ISBN10: 1439039437
Cover type: Hardback
Edition/Copyright: 3RD 11
Publisher: South-Western Publishing Co.
Published: 2011
International: No

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Global Marketing - 3RD 11 edition

ISBN13: 978-1439039434

Kate Gillespie

ISBN13: 978-1439039434
ISBN10: 1439039437
Cover type: Hardback
Edition/Copyright: 3RD 11
Publisher: South-Western Publishing Co.

Published: 2011
International: No
Summary

This concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. GLOBAL MARKETING offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Third Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. 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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