Global Marketing Management

Global Marketing Management is a comprehensive textbook for students of marketing, management, and international business, providing an authoritative discussion of global marketing in the modern economy and exploring the future of marketing to an international audience. It covers four major structural changes to the global marketing environment, offers in-depth case studies, and emphasizes the importance of balancing economies of scale and cultural sensitivities.

Format: Paperback / softback
Length: 800 pages
Publication date: 27 October 2022
Publisher: John Wiley & Sons Inc

The ninth edition of Global Marketing Management is a vital resource for students studying marketing, management, and international business. Authored by a distinguished team of international marketing professionals, this edition offers a comprehensive and insightful exploration of the realities of global marketing in the contemporary economy. It provides a comprehensive understanding of marketing best practices on a global scale, encompassing relevant historical background and descriptions of current marketing environments.

The latest edition of Global Marketing Management builds upon four significant structural changes in the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns, which are accessible online.

Global Marketing Management also provides:

Thoroughly updated examples and case studies with contemporary information
An ongoing emphasis on the increased volatility and uncertainty of today's global markets
Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
New explorations of major global environmental and ethical issues
New chapters on emerging markets, internet marketing, and corporate social responsibility

In conclusion, the ninth edition of Global Marketing Management is an indispensable tool for students seeking to gain a comprehensive understanding of global marketing in the modern world. It offers a wealth of information, insights, and case studies that will help students develop the skills and knowledge necessary to succeed in this dynamic field.

Weight: 1386g
Dimension: 204 x 253 x 34 (mm)
ISBN-13: 9781119888765
Edition number: 9th Edition