For courses in global marketing.

Familiarizes Students with Global Marketing and the Global Business Environment

Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors’ goal has been to write a book that’s authoritative in content yet relaxed and assured in style and tone.

Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing.

Personalize Learning with Pearson Pearson MyLab Marketing

Pearson Pearson MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Pearson Pearson MyLab Marketing not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information

• 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 9th 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 9th 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 reorganised for improved clarity, comparability, and visual impact.

About the Book

Brings Global Marketing to Life with Real-­World Examples

• 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

• 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.
• Considers the broad concerns of the eurozone and Russia.
• Updates regarding the post-recession recovery of the United States.

Concise, Clear, and Up-To-Date

• 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 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.

Pearson MyLab Marketing not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Before Class

• The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.
• Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and accessible on smartphones, tablets, and computers.
• Pearson eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. Combining resources that illuminate content with accessible self-assessment, Pearson MyLab Marketing with eText provides students with a complete digital learning experience—all in one place.

During Class

• Learning Catalytics^TMis an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote p