Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries, and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated.

Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of international and global marketing, marketing management, and strategic marketing.

Online resources include chapter-by-chapter PowerPoint slides, a test bank, cases and discussion questions, and videos to accompany specific topics.

About the Author

Sak Onkvisit is Professor Emeritus of Marketing at San Jos� State University, U.S.A. He has authored several books and has published in leading journals. An internationally recognized scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.

Michael A. Merz is Professor of Marketing and Chair of the Department of Marketing and Business Analytics at San Jos� State University, U.S.A. He has published extensively in marketing journals. The Wall Street Journal ranks San Jose State University as No. 2 among public universities for graduates’ marketing salaries.

John J. Shaw has retired from his position as Director of the MBA Program at Providence College. Before his retirement, he co-authored three books and over 80 papers in journals and at conferences.

"About this title" may belong to another edition of this title.

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