For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, …
For centuries people have been conducting business transactions that extend beyond their own borders. More recently, the nature and intensity of competitive forces and other significant factors have strongly influenced many more businesses to take advantage of the benefits to be gained from trading in a global marketplace. As a result, over the last three decades, the growth rate in internation…