Offering more real–world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in...

Book DescriptionThe ultimate objective of this book is to help you prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. This book is the first to offer a true global, as opposed to multinational perspective on marketing....

A marketing management course shouldn\'t be treated like a principles class. And, an upper-level text doesn\'t need to be written like an encyclopedia....