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The text presents students with a balanced perspective of both the global forces that require managers to increasingly co-ordinate marketing decisions across national markets and the enduring cultural differences that demand localisation. This book features: a hands-on managerial approach to global marketing that uses abundant cases and examples that challenge students to interpret and simulate decisions faced by today's managers; offers balanced presentation of developed and developing markets as well as competitors in these markets; provides a dual focus on international buyers and competition in the global marketplace; provides an overview of the forces of globalisation, such as technological change and market liberalisation, combined with a strong appreciation for cultural analysis and the need to apply cultural understanding to marketing decisions; and offers balanced gender representation, showing in examples and cases both men and women as global marketers.
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