For undergraduate and graduate courses in Global/International Marketing.
The fifth edition has been updated to provide students with an authoritative approach to global marketing, covering the global impact of emerging nations, religions, and the expanding European Union.
How are emerging global markets impacting the business world and its marketing efforts/opportunities? Are there specific countries that you use as examples throughout your course?
If there is a single unifying theme in the fifth edition, it is the growing impact of emerging nations on the global scene. Brazil, Russia, India, and China-the BRIC nations-figure prominently in the text. More broadly, the book examines emerging markets as whole that are rapidly approaching the "tipping point" in terms of both competitive vigor and marketing opportunity. Coverage of emerging global companies include:
" Embraer (Brazil); Pg. XX
" Lukoil (Russia); Pg. XX
" Cemex (Mexico); Pg. XX
" Lenovo (China); Pg. XX
" India's Big Three-Wipro, Infosys, and Tata; Pg. XX
What global marketing topics are most relevant to your course? Are there specific class assignments, group projects, and discussions you use to encourage further exploration of accomplished research in global arena?
The fifth edition includes new material on newsworthy and relevant topics such as the expanded European Union, the impact of religion on global marketing activities, and the global music industry's ongoing efforts to combat music piracy. Current research findings have been incorporated into each of the chapters as examples, including:
" Shaoming Zou and S. Tamer Cavusgil's work on global marketing strategy is found in Chapter 1 titled, Introduction to Global Marketing; Pg. XX
" Targeting has been influenced by David Arnold's recent book, The Mirage of Global Markets; Pg. XX
Which case studies have you used to inspire class discussion and student interest? How much class time do you typically devote to case studies and real-world examples?
The case set in Global Marketing 5/e strikes a balance between revisions of earlier cases and entirely new cases. Written with the specific objectives in mind, this book will raise issues that will encourage student interest and learning and to enhance the classroom experience for students and instructors alike. Examples of featured studies include:
" McDonald's Expands Globally While Adjusting Its Local Recipe; Pg. XX
" Napster and the Global Record Industry; Pg. XX
" Ford's Jaguar Conundrum; Pg. XX
" Boeing and Airbus: A Twenty-first Century Dogfight; Pg. XX
Does student feedback at the end of each semester impact your decision on textbook adoptions? What comments have you received from students in the past about global marketing textbooks?
The authors have provided a set of conceptual and analytical tools that prepare students to successfully apply the "4P's" to global marketing, while writing in a colloquial style that grasps the reader's attention. The following student comments suggest that the authors have accomplished their goal:
" "The textbook is very clear and easy to understand."
" "This is the best textbook that I am using this term."
" "The authors have done an excellent job of writing a text than can be read easily."
This text is available for personalization in the PHCBR custom database program. Select only the chapters you require or supplement with recommended case studies all under one cover. CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.
________________________________________
New To This Edition
________________________________________
How are emerging global markets impacting the business world and its marketing efforts/opportunities? Are there specific countries that you use as examples throughout your course?
If there is a single unifying theme in the fifth edition, it is the growing impact of emerging nations on the global scene. Brazil, Russia, India, and China-the BRIC nations-figure prominently in the text. More broadly, the book examines emerging markets as whole that are rapidly approaching the "tipping point" in terms of both competitive vigor and marketing opportunity. Coverage of emerging global companies include:
" Embraer (Brazil); Pg. XX
" Lukoil (Russia); Pg. XX
" Cemex (Mexico); Pg. XX
" Lenovo (China); Pg. XX
" India's Big Three-Wipro, Infosys, and Tata; Pg. XX
What global marketing topics are most relevant to your course? Are there specific class assignments, group projects, and discussions you use to encourage further exploration of accomplished research in global arena?
The fifth edition includes new material on newsworthy and relevant topics such as the expanded European Union, the impact of religion on global marketing activities, and the global music industry's ongoing efforts to combat music piracy. Current research findings have been incorporated into each of the chapters as examples, including:
" Shaoming Zou and S. Tamer Cavusgil's work on global marketing strategy is found in Chapter 1 titled, Introduction to Global Marketing; Pg. XX
" Targeting has been influenced by David Arnold's recent book, The Mirage of Global Markets; Pg. XX
Which case studies have you used to inspire class discussion and student interest? How much class time do you typically devote to case studies and real-world examples?
The case set in Global Marketing 5/e strikes a balance between revisions of earlier cases and entirely new cases. Written with the specific objectives in mind, this book will raise issues that will encourage student interest and learning and to enhance the classroom experience for students and instructors alike. Examples of featured studies include:
" McDonald's Expands Globally While Adjusting Its Local Recipe; Pg. XX
" Napster and the Global Record Industry; Pg. XX
" Ford's Jaguar Conundrum; Pg. XX
" Boeing and Airbus: A Twenty-first Century Dogfight; Pg. XX