Global Marketing - Global Edition - Grand Format

This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author. In the global business environment, understanding how marketing evolves in the era of globalization is crucial.
Global Marketing provides an authoritative yet highly engaging guide to the major dimensions of this environment. Offering the conceptual and analytical tools necessary to understand and apply the marketing mix, the tenth edition encourages readers to look ahead, toward future events as they unfold in the international arena, even as it surveys important current developments and explores the most recent research in the field.
The tenth edition includes the following features and coverage : New and updated - Each chapter opens with a case study that introduces its themes and content. This case study is revisited and expanded on at the end of the chapter, encouraging the reader to apply theory and concepts while developing critical-thinking skills. Additional end-of-chapter cases offer further insights and perspectives on the content.
Updated - Coverage of social media has been expanded to include cutting-edge topics like location-based mobile platforms ,cloud computing, wearable devices, and autonomous mobility. NEW - Profiles of the most innovative thinkers and entrepreneurial leaders of the modern era have been added in this edition. Emerging Markets Briefing Book ; Entrepreneurial Leadership, Creative Thinking, and the Global Startup ; and The Cultural Context are box features that focus on specific themes in relation to chapter content.
Also available for this book is MyLab Marketing, an optional suite of course-management and assessment tools that allow instructors to set and deliver courses online, tailored to the needs of their students.