Global Marking Strategies

Global Marketing Strategies earns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the "global mindset," with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The Sixth Edition continues to offer a practical focus on global marketing, highlighting the issues facing current managers such as e-commerce, the decline of internet-based businesses, the devaluation of assets sold on the stock market, emerging economies, the events of 9/11, and continued opposition to unlimited globalization.

The authors have revised the complete text, updating key concepts and examples with reference to numerous 2000–2002 academic and trade sources. Chapter 2, The Global Economy, features new statistics on world trade and growth rates, a discussion of the steel tariffs challenged by the EU and WTO, and the financial impact of 9/11. Other highlights include Chapter 3, Cultural and Social Forces, offering insightful business advice about Hindu and Moslem cultures; Chapter 4, Political and Legal Forces, examining how countries such as China use product standards to avoid poor-quality imports and how companies are dealing with executive kidnappings, one of the fastest-growing criminal practices in the world; and Chapter 10, Pricing for Global Markets, covering the management of transfer pricing in response to government audits.

• New! Revised annually, an updated casebook appears with every new copy of the Sixth Edition—and allows students to gain a better understanding of how products are developed and marketed through company-, product-, and industry-specific cases.
• New! As the result of changing industry practice, "international and global" references now appear as "global" and reinforce the text's more unified, worldwide character.
• New! Chapter 16, Organizing for Global Marketing, has been updated to reflect the changing role of global marketing organizations—enhancing discussions of concepts such as global mandates.
• New! Chapter 17, Planning and Controlling Global Marketing, now includes coverage of the latest corporate business strategies.
• Current sources from traditional U.S. publications—such as The Wall Street Journal, Marketing News, and Business Week—are complemented by references to international publications, including Business Europe, Far Eastern Economic Review, Nikkei Weekly, and The Asian Business Journal.