Essentials Of Global Marketing, 2 edition

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.


From the Back Cover

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process. Fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

This second edition builds on the success of the first and continues to break new ground with:

Information from the latest journal articles and up-to-date company facts.
New coverage of modern concepts such as hybrid sales channels, service-dominant logic and social media marketing, especially Web 2.0 and crowd-sourcing.
New coverage of BRIC countries, special cultural issues in China, gift-giving in different cultures and marketing to ‘bottom of pyramid’ (BOP) in emerging countries.
Coverage of corporate social responsibility.
New case studies from companies such as Barnes & Noble, Amazon, Zam Zam Cola, Green Toys and Polaroid Eyewear.

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