Global Marketing, 8th Edition

Improve Results with MyMarketingLab

• Adaptive Learning: A way to enable personalized learning at scale.Not every student learns the same way and at the same rate. MyLab with Adaptive Learning continuously assesses student performance and activity in real time, and, using data and analytics, personalizes content to reinforce concepts that target each student’s strengths and weaknesses.
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• Writing Space: Everything you need to foster better writing, all in one place.Better writers make great learners–who perform better in their courses. To help you develop and assess concept mastery and critical thinking through writing, we created the Writing Space. It’s a single place to create, track, and grade writing assignments, provide writing resources, and exchange meaningful, personalized feedback with students, quickly and easily.
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Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133472221/ISBN-13: 9780133472226. That package includes ISBN-10: 0133545008/ISBN-13: 9780133545005 and ISBN-10: 0133576353/ISBN-13: 9780133576351.

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Bring Global Marketing to Life with Real-World Examples 

• NEW! New and Revised Cases: The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors.
• NEW! Show the importance of analytics: Marketing Metric and Analytics Section. In today’s economic environment marketing needs to justify its existence, which is why this text now includes a new section that focuses on quantitative measures and analytics, such as return on investment.
• NEW! Analyze one of the most important topics in the field: Coverage of Social Media and Web 2.0. The impact of Social Media on global marketing activities has increased dramatically since the last edition–new discussions on this trend are integrated throughout the text.

Highlight Key Emerging Markets

• NEW! Expose the importance of a key emerging market: Coverage on Africa. Africa’s renaissance is another current trend that’s tracked in the seventh edition. Seemingly every day the business press announces another global company that plans to enter Africa or expand operations there. This edition highlights these developments and also provides “Africa 3.0,” the lead-in case to Chapter 15 that explores the way mobile phones are transforming business and home life across the continent.
• NEW! Highlight the growing impact of emerging nations: Continued Expanded Coverage on Emerging Markets. The unifying theme of the fifth edition was the growing impact of emerging nations in general–Brazil, Russia, India, and China.
• In the sixth edition, coverage of emerging markets was expanded to include how Mexico, Indonesia, Nigeria, Turkey, and a handful of other emerging nations thathave been rapidly approaching the “tipping point” in terms of both competitive vigor and marketing opportunity.
• In this edition, the path of the nascent economic recovery and the resulting shifts in global market opportunities and threats are highlighted. New phrases such as austerity, capital flight, currency wars, double-dip recession, global imbalances, global rebalancing, quantitative easing (QE), and sovereign-debt crisis have been introduced into the discourse.