This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW ...
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This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies mentioned in the text and continuous updates to chapter discussions; and chapter-ending skill-building exercises keyed to the Internet *Concise, issue-oriented and timely cases. Profiles such businesses/topics as McDonald's; Acer, Inc.; the European Monetary Union; the US vs. Cuba; airlines global alliances; LVMH and luxury goods marketing; and more *Presents concepts under discussion at work in the real world, offering the immediate application of principles and stimulating lively class discussion
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 1200grams, ISBN: 9780130842688.
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Seller's Description:
Very Good. A copy that has been read, but remains in excellent condition. Pages are intact and are not marred by notes or highlighting. The spine remains undamaged. There are no stickers on book or rips in dust cover.
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Seller's Description:
As New. The book appears new, In Excellent condition. Quantity Available: 1. ISBN: 0130842680. ISBN/EAN: 9780130842688. Pictures of this item not already displayed here available upon request. Inventory No: 1560750745.
