For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, including the global financial crisis.
Part 1 Introduction
Part 2 The Global Marketing Environment
Part 3 Approaching Global markets
Part 4 The Global Marketing Mix
Part 5 Strategy and Leadership in the Twenty-First Century