"The main strength [of Global Marketing] is the ability of the authors to link examples to the basic theoretical concepts that has been previously discussed or that assumed to be known from previous principles class." - University of Central Florida reviewer "Strengths of [Global Marketing] include clarity in writing, good organization, strong examples/illustrations, and an industry, or as my students say-"real world," perspective." - Samford University reviewer "I found the explanation of documentary credit to be excellent. This is a concept that students often misunderstand in other textbooks." - Samford University reviewer "I think [the author's writing style, use of examples, and clarity of explanation] are the strength of the textbook. They are easy to understand, good use of examples and are clear in discussion." - Monmouth University reviewer "I think the author's writing styles is one of the great strengths of the book. It is well written and easy to read." - University of North Florida reviewer
From the Back Cover
This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. 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. A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace.
--This text refers to an out of print or unavailable edition of this title.