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
