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Global Marketing


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Table of Contents

Chapter 1: Global Marketing Explained Chapter 2: The Cultural Environment Chapter 3: The Economic & Financial Environments Chapter 4: Political & Legal Environments Chapter 5: Trade & Protectionism Chapter 6: Researching Global Markets Chapter 7: Selecting Foreign Markets Chapter 8: Entering Foreign Markets Chapter 9: Global Product & Services Chapter 10: Global Distribution Strategies Chapter 11: Global Pricing Strategies Chapter 12: Global Communication & Sales Strategies Chapter 13: Global Marketing Strategy and Implementation Chapter 14: The Marketing Strategies of Emerging Market MNEs Chapter 15: The Future of Global Marketing


This book stands out for innovations like the "Spotlight on Research" boxes, which highlight the relevance of academic research to practice, its up-to-date examples, and its crisp and to-the-point approach to the broad terrain it covers, which students and practitioners will find appealing and easier to follow than other texts. -- Nicolas Papadopoulos
Genuinely global in its outlook, feel, focus and examples, augmented with a myriad of all-inclusive ample cases from all over the world, Carlyle Farrell provides lots of variety and plenty of teaching opportunities. This textbook is an enrichment of international marketing literature and an excellent teaching textbook. It is rich, reader friendly, simple and appeals to students with different cultural and academic backgrounds. This book is highly recommended. -- Aihie Osarenkhoe

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