International Marketing: Winning in the New Global Economy

This text introduces students to scholarship and insight that are critical for the success of modern international marketers and business professionals. Students learn about trade credit financing instruments, supply chain logistics and management, international marketing research, personal and cultural factors in global business, and global branding and marketing. The third edition features new readings on energy security and the transformation of the market economy, as well as revisions in Chapters 1 and 14 to reflect changes in the global economy.