Global Marketing: Contemporary Theory, Practice, and Cases

Hailing from America, Europe and the Middle East, the authors of Global

Marketing provide a truly international and comparative perspective to

the study of marketing. Examples are provided from across the continents

encompassing small and medium enterprises (SMEs). In addition,

well-researched multinational companies are explored and give justice to the

breadth and depth of this field. Cases on well-known companies, such

as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and

Corona are supplemented by cases on lesser-known and smaller companies

from emerging markets, such as Proton Car from Malaysia and San Lu

from China. In addition to short end-of-chapter cases that can be used in

classroom discussion, the book also boasts longer end-of-book cases which

require integration of multiple chapters and synthesis of knowledge to identify and

solve international marketing problems.

 

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