Publisher's Synopsis
For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases. *NEW- Chapter on Global e.marketing. - Students see impact of e-commerce on global marketing. *NEW- New Cases. Kodak vs. Fuji, Education of an Expatriate, CEAC-China and Ascom Hasler, Inc. - Provides students with new cases and teaching notes that refresh and update course. *Classic cases. Such as Harley Davidson, Parker Pen, etc. - These classic cases have been effective teaching cases for students. *The latest research findings and practices. With chapters on targeting, competitive analysis and strategy and product decisions. - Students can learn about the most important new research to assist with projects. *The experience and insight of a distinguished advisory board. 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. *A unique appendix.;Identifies the location of global income and population by stage of development, country and region for 2000 with projections to the year 2010 and 2020. - Students can incorporate the latest economic data in decision making. *Chapters on global direct marketing and co-operation strategies and global strategic partnerships. - For students who interview with global corporations, these topics are critical for growth and planning.
