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...

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the...

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a comprehensive view on the internationalization of fashion brands, offering unique academic and managerial insights into how fashion brands in diverse sizes can build and sustain...

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry...

Sustainable Growth in Global Markets provides a comprehensive introduction to the concept of market and business management outside the domestic market. The book focuses upon the ability to do business in international markets, examining the significance of leadership, building consumer value...

This book discusses the contemporary trade dynamics necessary for companies to grow competitively in the global marketplace, extending the conceptual and analytical foundations of international trade and economy in North America. This book examines the growth of international trade in North...

This second edition explores and accounts for the many changes in the emerging markets of China and the Latin American countries since 2011. Taking account of major developments such as the rapid expansion of the Chinese state and the on-going effects of the global recession, the authors present...

This book brings together experts from four continents (Asia, North America, Europe, Africa) and from varied disciplines to discuss a spectrum of problems created by globalization, such as the economic and financial, environmental, legal, cultural, socio-economic and social media impacts. The...

This book provides a deep understanding of state-owned multinationals (SOMNCs) and their role in global business. SOMNCs have emerged as a force to contend with in global competition, and their study connects several fields such as economics, political economy, international business and global...

This collection empirically and conceptually advances our understanding of the intricacies of emerging markets’ financial and macroeconomic development in the post-2008 crisis context. Covering a vast geography and a broad range of economic viewpoints, this study serves as an informed guide in...