This book traces its ancestry to "Multinational Marketing Management", a book that broke new ground in the field of international marketing when it was published in 1974. This book combined text with classroom-test, graduate-level cases and was an immediate worldwide success.
This book has been written with today’s student in mind. Business schools and faculty have increasingly recognized international marketing as an integral course in the modern curriculum. This book realized that none of available textbooks conveyed the dynamism and excitement that makes global marketing such a fascinating and timely topic of study, and have drawn on direct experience in every world region: the Americas (North and South), Asia (East, Central, and South), Europe (West, Central and East), Africa, and the Middle East. The result is a text that addresses the need of students in every part of the world for a textbook that is both readable and accessible. Each chapter contains several color illustrations that bring global marketing to life and every chapter include case has been classroom-tested.