A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing.
A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Insights for navigating global marketing complexities effectively.
Who is this book for?
If you're venturing into international markets or looking to strengthen your global marketing skills, this book offers a practical and comprehensive guide. Its real-world focus and updated trends will help you understand the interconnected nature of global marketing activities. You'll find it useful whether you are a seasoned manager or just starting to explore global strategies.
