Offering more real-world application and experience, this book arms marketing managers with a true understanding
of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the
latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to
manage global marketing activities in an increasingly competitive environment. The approach discusses marketing
with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding
of how the various functional areas interface with marketing.