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This third edition, like its predecessors, offers a concise, authoritative introduction to the field. Written in a clear style, the text aims to draw students into the discipline, challenges, and controversies of global marketing. Each chapter begins with a vignette and ends with one or more discussion cases; these are devoted to high-profile, real-world companies, products/brands, and issues.
| Price | Condition | Delivery | Seller | Action |
| $110.00 | Digital |
| WonderClub |
Jerr Affer
reviewed Global marketing on March 22, 2021
Global marketing
The entirety of the book focuses on large corporations and the marketing strategies that worked and failed for them. It discusses various aspects of marketing entry anywhere other than home base. It doesn't mention anything about how small and medium enterprises can reach transnational and global status. The examples being recent makes it an interesting read. Everything mentioned is pre-pandemic, so, impact and reach of these large corporations will be drastic.
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