Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors? goal has been to write a book that?s authoritative in content yet relaxed and assured in style and tone.
Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing.
Features
New and revised Cases were written to encourage student interest and learning, stimulate class discussion and enhance the classroom experience for students and instructors.
New Updated to reflect recent geopolitical changes, the text includes material on uprisings in North Africa and the Arab world and changes in the political climate of China.
New Considers the broad concerns of the eurozone and Russia.
New Updates regarding the post-recession recovery of the United States.
Although all of these storylines continue to unfold as this edition goes to press, the text looks to offer up-to-date, original insights into the complexities and subtleties of these shifts in the external environment and their implications for global marketers.
The text is written in clear, simple, easy-to-understand language, providing conceptual and analytical tools that help and prepare students to understand global marketing.
New All tables containing key company, country and industry data have been updated.
Updated Discussion of the BRICS nations has been updated to incorporate the impact of slowi
