international

In the age of globalization it could be a great advantage to get some global skills. For this purpose this book combines the three main elements of the global business: an environmental approach (economic env. with aspects of national economics, geographical orientation, polit. and legal env.), management (strategies, competitive advantage, organization, etc.) and marketing (research, segmentation, mix, etc.)

"Global Marketing" may be useful for students or graduates, especially with some background of the above mentioned subjects, to get basic skills in global business (foreign exchange, WTO, European Union, American communication styles, music in India, Bud versus Bud, Benneton's global advertising...).

This is topical, definitely highly readable and competently written with interesting cases.