Global marketing Book

This text focuses on the environment of politics, finance, legal and economic regions of marketing. The text has course versatility with a three-way partition allowing instructors to construct alternative courses outlines with which to use the text. It allows a shorter markerting course going straight from the first three chapters to chapter 11; an international marketing element focussing on the local marketing and the global manegemnt sections; and an export marketing course derived from the text selected from the foreign entry chapters.