Marketing has gotten more global, and there is a need to develop marketers who understand marketing in the right context. Principles of Marketing: A Global Perspective seeks to do just that by exposing your students to a wide variety of contexts whether international or from within Asia that are presented in the cases, examples and vignettes....

For foreign business to succeed in China, it needs to be better informed of the challenges that China is faced with today. China was a centrally planned economy with very little international ties only three decades ago....