Global Marketing

Written in a student-friendly style, making the book appropriate for use at undergraduate and postgraduate levels

Provides real-life examples from a range of markets, including the often-overlooked markets of Africa, Latin America, and the Middle East

Covers important but less frequently discussed topics, such as the rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations

Includes a chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace