Taking a regional approach, this text challenges some of the underlying assumptions behind globalization and focuses on both the dominant economies the EU, the US and Japan as well as emerging markets in world trade, such as Brazil, India and China

Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of today's markets. Strategic market management, 10th edition emphasizes a customer perspective and the fact...