Global Marketing: United States Edition - Softcover

A leading case text in international marketing, as well as a popular reference for practitioners, this volume focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.

KEY BENEFIT The new edition of the popular Global Marketing draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives readers the flexibility to choose a book that is economical as well as interesting. KEY TOPICS Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. MARKET For those entering the global job market, especially helpful for hirees of import/export departments.