Global Marketing,3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge:
- Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred;
- A shift toward greater consideration of services marketing as more companies move away from manufacturing;
- A shift from developed markets to emerging markets with more dynamic environments;
- A focus on emerging markets to equip students with the skills necessary to take advantage of the opp
