Global Marketing (4th Edition)

Author: Jikan
Publisher:
Publish Date: 2005-09-01
Features: "Global Marketing" (4th Edition) is a widely popular marketing textbook in universities worldwide. The 4th edition follows the framework of the previous three editions, first summarizing the global business environment composed of economic and financial, social and cultural, political and legal aspects, and then discussing the global strategies and approaches of enterprises from the perspectives of the environment and strategy. By introducing a set of advanced overview and analytical tools, it inspires and helps students grasp the pathways to successfully create and implement 4P strategy combinations in global marketing. The 4th edition comprehensively introduces cutting-edge research findings in the field of global marketing, such as the new insights on global marketing strategies by Zou Shaoming and S. Tammo Kaapola, and the research on global market segmentation and target identification in David Arnold's new book "The Illusions of Global Markets." The book features more than 20 vivid examples of current global marketing, as well as numerous insights from global marketing managers and industry experts. This book can be used as a bilingual teaching material for undergraduate students in marketing, business administration, and enterprise management, and also serves as a professional reference for master's students in related fields and management and marketing personnel in various outward-looking enterprises engaged in international marketing.