{"product_id":"9781516527076-the-new-global-marketing-local-adaptation-for-sustainability-and-profit","title":"The New Global Marketing","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eLocal Adaptation for Sustainability and Profit\u003cbr\u003eDiscusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success.\u003cbr\u003e\u003ci\u003eThe New Global Marketing: Local Adaptation for Sustainability and Profit \u003c\/i\u003ediscusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success.\u003cbr\u003e\u003cbr\u003eThe material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of the “triple” bottom line – environmental sustainability, social fairness, and financial performance. Students also learn about bottom-of-the-pyramid markets, the role of digital global marketing, and the importance of adapting to international political, social, and environmental pressures.\u003cbr\u003e\u003cbr\u003eFeaturing more than twenty original case studies, \u003ci\u003eThe New Global Marketing\u003c\/i\u003e is an excellent introduction to what it really takes to succeed as a global marketer. Written for students with some marketing education and exposure to international business, the book is ideally suited to upper-level business courses and M.B.A. programs.\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":55177835413878,"sku":"9781516527076","price":161.26,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/stand_32236751.jpg?v=1737582264","url":"https:\/\/www.rarewaves.com\/products\/9781516527076-the-new-global-marketing-local-adaptation-for-sustainability-and-profit","provider":"Rarewaves.com","version":"1.0","type":"link"}