Emerging Issues in Global Marketing A Shifting Paradigm /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Agarwal, James (Editor, http://id.loc.gov/vocabulary/relators/edt), Wu, Terry (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Subjects: Marketing.; Management information systems.; Globalization.; Markets.; Business Information Systems.; Emerging Markets/Globalization.

This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no lo...