Global Marketing

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.FeaturesNew 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 slowing growth in China and the decline of commodity prices.New discussion of social media is integrated throughout the Ninth Edition. Chapter 15 has been completely revised and updated to include discussion of location-based mobile platforms, cloud computing, tablets, wearable devices and other cutting-edge topics.Updated the Innovation, Entrepreneurship and the Global Start-up sidebar has been expanded to include profiles of more visionary business leaders from around the world.Table of ContentsPart I: Introduction1. Introduction to Global Marketing Part II: The Global Marketing Environment2. The Global Economic Environment3. The Global Trade Environment4. Social and Cultural Environments5. The Political, Legal and Regulatory Environments Part III: Approaching Global Markets6. Global Information Systems and Market Research7. Segmentation, Targeting and Positioning8. Importing, Exporting and Sourcing9. Global Market-Entry Strategies: Licensing, Investment and Strategic Alliances Part IV: The Global Marketing Mix10. Brand and Product Decisions in Global Marketing11. Pricing Decisions12. Global Marketing Channels and Physical Distribution13. Global Marketing Communications Decisions I: Advertising and Public Relations14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling and Special Forms of Marketing Communication15. Global Marketing and the Digital RevolutionPart V: Strategy and Leadership in the Twenty-First Century16. Strategic Elements of Competitive Advantage17. Leadership, Organization and Corporate Social Responsibility

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