Summary |
Global Marketing deals with the subject in an authoritative. The concise book covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. The book offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. It features comprehensive coverage of current topics based on the author’s extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course.
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