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For undergraduate and graduate global marketing courses.
The excitement, challenges, and controversies of global marketing.
Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.
Bring global marketing to life with real-world examples: New and Revised Cases. The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Some examples include:
Case 2-3–One Laptop Per Child
Case 3-2–Ecuador’s Galapagos Islands and Ecotourism
Case 15-1–Twitter and the New Social Media
Case 1-1–McDonald's Expands Globally While Adjusting Its Local Recipe
Case 16-2–Boeing and Airbus: A Twenty-first Century Dogfight
Highlight the growing impact of emerging nations: Expanded Coverage on Emerging Markets. The unifying theme in previous editions was the growing impact of emerging nations in general–Brazil, Russia, India, and China in particular. In this edition, coverage of emerging markets includes how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations have been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.
Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Web 2.0 on global marketing activities has increased dramatically. Discussions on social media are integrated throughout this text–specific examples include:
Case 6-1–Market Research Transforms Coach
How social media helped the French Ministry of Agriculture’s efforts to promote French cheese and wine in the United States (Chapter 14).
Offer a preview of the concepts: Chapter-opening Vignettes. Chapter-opening vignettes introduce a company, country, product, or global marketing issue that directly relates to chapter themes and content. Examples include:
“The Global Economic Crisis: Is America the ‘Market of Last Resort?’”
"Suzlon Energy”
"Pernod Ricard and Chivas Regal"
"Lenovo"
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