NEW. A special focus on the big emerging markets. China and India, in particular, but also Brazil, Russia, South Africa, Indonesia, and Turkey (the BRIC-ITs) and countries in all of the emerging world regions from the Americas, Asia, Europe, the Middle East, and Africa. From the latest market statistics to the global trends in consumer tastes, attention is given to the dominant cultural, social, economic, and competitive forces that are shaping marketing worldwide.
NEW. The topic of e-marketing, which was addressed in a separate chapter in the Seventh Edition, is now integrated into every chapter in the book.
NEW. A combination of solid academic research and a strategic business perspective. Updated with the most recent and relevant research and concepts from top scholarly journals and respected business publications, the Eighth Edition provides theories, concepts, tools, and insights into global marketing that enable the student, teacher, and practitioner to identify global market opportunities, threats, and issues.
UPDATED. An updated page design with significantly more visual presentations and many new features such as chapter outlines, marginal annotations, and bulleted summaries, this edition is more readable and engaging. The completely redone presentations and the addition of other supporting materials such as short closing cases, anecdotal stories, and experiential and application exercises for each chapter successfully illustrate the application of theoretical concepts to real-world situations and extend the student’s understanding.
The experience and insight of a distinguished advisory board made up of executive and consulting experts. Students learn what is happening in real practice.
Cases cover consumer, industrial, low tech and high tech, product and services marketing and include companies like Ikea, Harley Davidson, and Swatch.
A unique appendix identifies the 12 Cs of new wave marketing, which outline 12 marketing practices that demonstrate the shift from vertical and hierarchical to horizontal, flat, and integrated.
New to the Eighth Edition:- Integrated discussion of Internet marketing throughout the book
- Intensified focus on culture’s influence on marketing communications both from the customer’s and manager’s perspective
- New chapter–Global Social and Environmental Responsibility
- Latest research and theory from the leading academic and business publications
- Illustrative stories adapted from current business management press
- Experiential exercises that require students to apply concepts presented in the chapter to realistic business situations
- Chapter-at-a-glance outline for easy identification of the chapter structure and main topics
- Completely revised and updated lecture slides that include access to websites and other relevant multimedia sources and teaching aids
