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Hollensen: Global Marketing: A Decision-Oriented Approach, 4/E Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing.
Keegan/Green: Global Marketing, 6/e For undergraduate and graduate global marketing courses.
The excitement, challenges, and controversies of global marketing.
Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.
Keegan: Global Marketing Management, 7/E For courses in International Marketing and Global Marketing.This is the leading MBA text in international marketing?with comprehensive cases.
Robles/Simon/Haar: Winning Strategies for the New Latin Markets Latin America has been an up-and-down place economically for a long time. In late 2001 and 2002, the Argentina crisis has taken some of the glow off what has been a very good last decade for this area. But, Argentina side, the next big arena for economic growth in the world is Latin America. This book shows the pitfalls and the upside to avoid and exploit in mining the new latin markets.
Usunier/Lee: Marketing Across Cultures, 4/E Marketing Across Cultures analyses cultures within global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: * A cross-cultural approach, which compares national marketing systems and local commercial customs in various countries. * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for advanced undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.
Covers Marketing
Advanced Level
Benchmark Competition
