Global Marketing Strategy Practice and Cases | Business

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Global Marketing 3rd edition provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises as well as multinational corporations where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from m…