This course on Global Marketing Management, presents the latest developments in global marketing within the context of the whole organization, making internal and external connections were appropriate for a deeper understanding of the global business from a managerial point of view. This course provides a comprehensive and complete solution for learners of this course. As well as covering long-standing topics, there is a focus on contemporary and pervasive issues with chapters such as Corporate Social Responsibility and Ethics, Managing Knowledge in Global Operations, Global Marketing Relationships and Global Marketing in the Digital Age. With an emphasis on the service sector, which is quickly becoming a major source of GDP in most developed countries, the text aims to equip students with some of the most current knowledge and practical skills to help them make key management decisions in the increasingly dynamic and challenging global trading environment. The wide-ranging pedagogical features within the text include short and long case studies with questions and self-assessment questions.

The course prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal. This course on Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

The ultimate objective of this course is to help you prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. This course is the first to offer a truly global, as opposed to a multinational perspective on marketing. This global approach also presents marketing in a cross-functional approach to business operation.