Global Marketing Strategies

Global Marketing Strategies earns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the 'global mindset,' with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The Sixth Edition continues to offer a practical focus on global marketing, highlighting the issues facing current managers such as e-commerce, the decline of internet-based businesses, the devaluation of assets sold on the stock market, emerging economies, the events of 9/11, and continued opposition to unlimited globalization. The authors have revised the complete text, updating key concepts and examples with reference to numerous 2000--2002 academic and trade sources. Chapter 2, The Global Economy, features new statistics on world trade and growth rates, a discussion of the steel tariffs challenged by the EU and WTO, and the financial impact of 9/11. Other highlights include Chapter 3, Cultural and Social Forces, offering insightful business advice about Hindu and Moslem cultures; Chapter 4, Political and Legal Forces, examining how countries such as China use product standards to avoid poor-quality imports and how companies are dealing with executive kidnappings, one of the fastest-growing criminal practices in the world; and Chapter 10, Pricing for Global Markets, covering the management of transfer pricing in response to government audits.