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International Marketing: Winning in the New Global Economy by Christopher L. Myers

International Marketing: Winning in the New Global Economy

by Christopher L. Myers
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Book cover type: Paperback
  • ISBN13: 9798823396837
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Cognella Academic Publishing
  • Publisher Imprint: Cognella Academic Publishing
  • Publication Date:
  • Pages: 240
  • Original Price: GBP 82.0
  • Language: English
  • Edition: Third
  • Item Weight: 422 grams
  • BISAC Subject(s): International / General

International Marketing: Winning in the New Global Economy introduces students to scholarship and insight that are critical for the success of modern international marketers and business professionals.

The opening chapter examines the current state of the global economy taking into account the political, societal, and economic changes that have impacted individuals, businesses, and the ways in which we work. Additional chapters explore historical events and issues that have shaped the global economy in the new millennium, contemporary trade theories, and the effects of social frustration and political unrest on international marketing.

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 closing chapters survey key international organizations and what it takes to win in today's global economy.

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.

International Marketing is an ideal textbook for courses in global business, marketing, and leadership.

Myers, Christopher L.: - Christopher L. Myers is a marketing professor at the University of Memphis, teaching both brand and global marketing to undergraduate and graduate students in person and online, an independent marketing consultant, former global marketing leader at FedEx, ABB, and Hilton, among other companies, and a passionate special needs advocate. He holds an M.B.A. in international marketing from Thunderbird School of Global Management at Arizona State University and a B.A. in political science and business from The George Washington University. Myers is the author of 14 books, including Brand Marketing.

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