Global Marketing Management [Hardcover]

For courses in International Marketing and Global Marketing.
This is the leading MBA text in international marketingwith comprehensive cases.

Global Marketing Management, Eighth Edition, presents the latest developments in global marketing within the context of the whole organization, making internal and external connections where appropriate for a deeper understanding of global business from a managerial point of view.The book is organized into six parts:

• Part I is an introduction to global marketing.
• Part II covers the major dimensions of the environment of global marketingeconomic; social and cultural; and political, legal, and regulatory.
• Part III is devoted to analyzing and targeting global market opportunities.
• Part IV focuses on global marketing strategy.
• Part V covers the global marketing mix of product, pricing, place, and promotion decisions.
• Part VI concludes the book with a focus on implementation. It addresses the tasks of leading, organizing, and monitoring the global strategy; the future of global marketing; and careers in global marketing.