Summary

The authors combine their teaching and professional experience to present students and practitioners with a viewpoint of international and global marketing. Through its managerial views and strategic focus, the text reflects the modern global marketing manager, and its coverage of global and international marketing applies to managers from any industry sector, and any country. The emphasis on practical aspects incorporates numerous contemporary examples from Asia and emerging markets, as well as European and US companies abroad, together with 16 full-length cases.