内容简介
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
New! Thorough integration of Web 2.0 application throughout the book, including updates and examples for students and lecturers now available from the author through Twitter.
New! Each chapter-opening vignette is now linked to an end-of-chapter case with discussion questions.
New! 4-color text design and reorganization of the chapters.
Updated! Culture Watch features draw students' attention to the possible challenges faced by international marketing by giving examples from across the globe.
Updated! Closing case studies from the Middle East, South Africa, Europe, Asia, and Australia apply the discussed theories to a real company example.
New! Thorough integration of Web 2.0 application throughout the book, including updates and examples for students and lecturers now available from the author through Twitter.
New! Each chapter-opening vignette is now linked to an end-of-chapter case with discussion questions.
New! 4-color text design and reorganization of the chapters.
Updated! Culture Watch features draw students' attention to the possible challenges faced by international marketing by giving examples from across the globe.
Updated! Closing case studies from the Middle East, South Africa, Europe, Asia, and Australia apply the discussed theories to a real company example.