The New Global Marketing: Local Adaptation for Sustainability and Profit | 2nd ed. Edition

Details about The New Global Marketing: Local Adaptation for Sustainability and Profit:

Featuring more than 20 original case studies, this text is an excellent introduction to what it really takes to succeed as a global marketer. It discusses the ways marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets.