Appropriate for upper-level college and university courses in international and global marketing. The Second Canadian Edition addresses the need to understand the global marketplace from a Canadian perspective, without being ethnocentric. It puts into practice the principal tenet of the global marketer: benefit from the similarities across diverse markets, but heed the differences. Bringing a managerial orientation to global marketing, the book covers small and large companies alike, and takes an analytical approach when necessary. Topical Canadian research findings are included to illustrate current management practice and behaviour.
The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment.
'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management ...
For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.
Global Marketing Management: A Strategic Perspective
This book will give a high level overview of the planning and organization marketing leaders must address when considering a new country to sell its product in.
Designing strategies for global competition; Global marketing programs; Organizing and controlling global marketing operations; Special issues in global marketing.
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs.
The American fast food and breakfast chain Dunkin' Donuts was founded by Bill Rosenberg, with its first store in 1950 in Quincy, Massachusetts. It had chosen to launch its trademark chain Dunkin' Donuts in India as part of ...
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned.