Essentials of Global Marketing

Essentials of Global Marketing offers a concise yet innovative approach to the subject.   The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world.  Hollensen includes brand new case studies on Nintendo Wii, YouTube and the Apple iPhone to provide cutting edge examples of the theory in the real world. The book breaks new ground with the quality and extensiveness of its supporting interactive features, which include multiple choice quizzes for every chapter that can be downloaded onto your iPod, and video case studies on internationally recognised companies such as Land Rover and Tata.