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This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices and allow students to discuss issues of market selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world. Durand's unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they'll use in the real world. This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry.

This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices and allow students to discuss issues of market selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world.Durand's unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they'll use in the real world.This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry.

"In einer rassistischen Gesellschaft reicht es nicht aus, nicht rassistisch zu sein. Wir müssen anti-rassistisch sein." Angela Davis Was ist Rassismus? Woher kommt er? Warum existiert er? Und die wichtigste Frage von allen: Was kann ich dagegen tun? In diesem aussergewöhnlichen Buch für junge Erwachsene führt die Autorin Tiffany Jewell ihre Leserinnen und Leser in 20 Kapiteln und Übungen durch die Geschichte des Rassismus, erklärt Hintergründe und Missverständnisse und gibt die Werkzeuge an die Hand, um für eine Gesellschaft frei von Rassismus, Ausgrenzung und Hass zu kämpfen. "Das Buch vom Antirassismus" ist ein #1 New York Times Bestseller, stellt die Konzepte Rassismus, Ethnie und soziale Identität vor, schenkt Hoffnung durch inspirierende Geschichten von Stärke, Mut und Liebe und erklärt Sprache, Werkzeuge und Handlungen, um Rassismus zu stoppen.