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Editorial Reviews
Review
"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
--This text refers to an out of print or unavailable edition of this title.
Product Description
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.
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- Marketing: The One Semester Introduction by Geoff Lancaster on 10 pages
- Communicating Globally: An Integrated Marketing Approach by Don E Schultz on 4 pages
- International Consumer Behavior: Its Impact on Marketing Strategy Development by A. Coskun Samli on 4 pages
- Gurus on Marketing by Sultan Kermally on page 38, page 151, and page 155
- The International Business Blueprint (Business Blueprints) by Sylvester O. Monye on page 18, page 120, and Back Matter
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