Global Marketing: Practical Insights and International Analysis / Edition 1

by Carlyle Farrell

Overview

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals.

Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.

Key features include:

• A full-colour text design with photos to help bring the content to life and enhance students' learning
• 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field
• 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions
• A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including Power Point slides, a testbank for instructors and quizzes for students

Product Details

ISBN-13:	9781446252635
Publisher:	SAGE Publications
Publication date:	10/29/2015
Pages:	360
Product dimensions:	7.68(w) x 10.43(h) x (d)

Table of Contents

Chapter 1: Global Marketing Explained
Chapter 2: The Cultural Environment
Chapter 3: The Economic & Financial Environments
Chapter 4: Political & Legal Environments
Chapter 5: Trade & Protectionism
Chapter 6: Researching Global Markets
Chapter 7: Selecting Foreign Markets
Chapter 8: Entering Foreign Markets
Chapter 9: Global Product & Services
Chapter 10: Global Distribution Strategies
Chapter 11: Global Pricing Strategies
Chapter 12: Global Communication & Sales Strategies
Chapter 13: Global Marketing Strategy and Implementation
Chapter 14: The Marketing Strategies of Emerging Market MNEs
Chapter 15: The Future of Global Marketing

Editorial Reviews

Genuinely global in its outlook, feel, focus and examples, augmented with a myriad of all-inclusive ample cases from all over the world, Carlyle Farrell provides lots of variety and plenty of teaching opportunities. This textbook is an enrichment of international marketing literature and an excellent teaching textbook. It is rich, reader friendly, simple and appeals to students with different cultural and academic backgrounds. This book is highly recommended.

Aihie Osarenkhoe

This book stands out for innovations like the "Spotlight on Research" boxes, which highlight the relevance of academic research to practice, its up-to-date examples, and its crisp and to-the-point approach to the broad terrain it covers, which students and practitioners will find appealing and easier to follow than other texts.

Nicolas Papadopoulos