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Brings Global Marketing to Life with Real-World Examples
NEW! and REVISED! Cases were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Fifty percent of the chapter-opening vignettes and related end-of-chapter cases are new to the Ninth Edition. Holdover cases have been revised and updated as well.
Informed by Specific Geopolitical Developments
NEW! Updated to reflect recent geopolitical changes, the text includes material on uprisings in North Africa and the Arab world and changes in the political climate of China.
NEW!Considers the broad concerns of the eurozone and Russia.
NEW! Updates regarding the post-recession recovery of the United States.
Although all of these storylines continue to unfold as this edition goes to press, the text looks to offer up-to-date, original insights into the complexities and subtleties of these shifts in the external environment and their implications for global marketers.
Concise, Clear, and Up-To-Date
The text is written in clear, simple, easy-to-understand language, providing conceptual and analytical tools that help and prepare students to understand global marketing.
NEW! All tables containing key company, country, and industry data have been updated.
UPDATED! Discussion of the BRICS nations has been updated to incorporate the impact of slowing growth in China and the decline of commodity prices.
NEW! New discussion of social media is integrated throughout the Ninth Edition. Chapter 15 has been completely revised and updated to include discussion of location-based mobile platforms, cloud computing, tablets, wearable devices, and other cutting-edge topics.
UPDATED! The Innovation, Entrepreneurship, and the Global Startup sidebar has been expanded to include profiles of more visionary business leaders from around the world.
UPDATED! Income and population data in Chapter 3 have been reorganized for improved clarity, comparability, and visual impact.
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