Author Description

For global marketing courses. Familiarize students with global marketing and the global business environment Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment. The text offers authoritative content as well as analytical tools that prepares students to successfully pursue careers in global marketing or related areas. The 10th Edition features up-to-date examples of questions, concerns and crises facing real international markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting marketing around the world.