Summary |
Drawing on an incomparable breadth of international examples, global marketing not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Written from the perspective of firms competing in international markets, irrespective of their country of origin, this book provides a complete and concentrated overview of the total international planning process.
Salient features
• A truly global marketing book, with new, up-do-date cases and exhibits from all parts of the world, including Europe, the middle east, Africa, the far east, north and south America, and India
• Special focus on India, with several cases, exhibits and sections based on contemporary Indian organization and their global marketing issues
• Extensive coverage of hot topics such as blue ocean strategy, celebrity branding, brand piracy, and viral marketing
• Coverage of the emerging market economies, global buyer-seller relationships and focus on SMEs as global marketing players
• A value chain approach (including both the traditional product value chain and the service value chain) along with the decision/action-oriented approach.
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