Global marketing management

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Global Marketing Management, 4e presents a paradigm shift in teaching global marketing by emphasizing its multilateral nature rather than a traditional bilateral view. The book equips readers to effectively manage global marketing activities in a competitive environment, offering an interdisciplinary perspective that highlights the interplay between marketing and various functional areas. The authors successfully integrate recent business developments, managerial relevance, and academic insights, making it essential for those teaching or researching international marketing. The text combines rigorous conceptual orientation with contemporary issues faced by international marketing managers, presenting frameworks that are accessible to both academics and students. With examples and cases from Europe, Latin America, and Oceania, it serves as an excellent resource. The authors provide a blend of solid research frameworks and comprehensive cases, enriching class discussions on emerging economies and global politics. Additionally, the book maintains a global approach, discussing Big Emerging Markets (BEMs) and recent marketing developments like CRM and E-Commerce. As global business structures evolve, this text addresses the sophisticated challenges marketing graduates will encounter, enhancing their learning experience. Professors appreciate its well-structured content, making it valuable for students across marketing, internati