This book is a must-read for anyone interested in understanding the intricacies of global marketing. With its focus on current issues and events, it provides valuable insights and tools to apply the 4Ps of marketing on a global scale. Whether you're a student or a professional, this book will help you navigate the complexities of global markets and stay ahead in the ever-changing business world. Get ready to dive deep into the exciting challenges and controversies of global marketing!

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For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. The new edition focuses on the recent changes in the world, including the global financial crisis.

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