Global marketing: contemporary theory, practice, and cases

International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. This book analyzes theory and cases regarding: Small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred, with a focus on emerging markets. Social media, innovation, and technology have been introduced to incorporate these new tools into marketing strategy. Furthermore, sustainability, ethics, and corporate social responsibility are described as key values for any modern business. Short and long cases and examples throughout the book show how these principles and techniques are applied in the real world.