Features of the Text
  • Specific emphasis on the planning and strategic problems that confront companies that market across cultural boundaries
  • Emphasis on the use of the Internet as a tool of international marketing
  • Current examples that stimulate interest and increase understanding of international marketing
  • Chapter opening Global Perspectives that illustrate salient issues discussed in the text
  • Crossing Borders boxed readings--over 30 are new to the tenth edition
  • Updated maps throughout the text--a special section of 11 new four-color maps is also included
  • Current photographs throughout the text, including three new photo essays featuring Microsoft, Advertising around the World, and Solar, a global marketer of industrial goods
  • Case studies--over half of the cases are new to the tenth edition and focus on topics such as healthcare marketing, negotiations, the Internet, services and industrial marketing, and marketing research




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