Written in a student-friendly style, making the book appropriate
for use at undergraduate and postgraduate levels Provides real-life
examples from a range of markets, including the often-overlooked
markets of Africa, Latin America, and the Middle East Covers
important but less frequently discussed topics, such as the rise of
China's state-owned enterprises; the importance of diasporas as
target markets; and the emerging threat to legitimate marketers
from transnational criminal organizations Includes a chapter
dedicated to understanding global and local competitors, setting
the stage for ongoing discussion of both buyers and competitors in
an increasingly competitive global marketplace
General
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