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Global Marketing

Global Marketing
Practical Insights and International Analysis

Additional resources:

Other Titles in:
International Marketing

September 2015 | 360 pages | SAGE Publications Ltd

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals.


Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.

Key features include:

  • A full-colour text design with photos to help bring the content to life and enhance students' learning
  • 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field
  • 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions
  • A companion website ( offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
Chapter 1: Global Marketing Explained
Chapter 2: The Cultural Environment
Chapter 3: The Economic & Financial Environments
Chapter 4: Political & Legal Environments
Chapter 5: Trade & Protectionism
Chapter 6: Researching Global Markets
Chapter 7: Selecting Foreign Markets
Chapter 8: Entering Foreign Markets
Chapter 9: Global Product & Services
Chapter 10: Global Distribution Strategies
Chapter 11: Global Pricing Strategies
Chapter 12: Global Communication & Sales Strategies
Chapter 13: Global Marketing Strategy and Implementation
Chapter 14: The Marketing Strategies of Emerging Market MNEs
Chapter 15: The Future of Global Marketing


Click for online resources

Instructor  Resources

  • PowerPoint slides per chapter
  • Multiple choice questions
  • Short Answer Questions

Student Resources

  • Multiple choice questions
  • SAGE Pinterest marketing pins

This book stands out for innovations like the "Spotlight on Research" boxes, which highlight the relevance of academic research to practice, its up-to-date examples, and its crisp and to-the-point approach to the broad terrain it covers, which students and practitioners will find appealing and easier to follow than other texts.

Nicolas Papadopoulos
Chancellor's Professor of Marketing and International Business, Eric Sprott School of Business, Carleton University, Ottawa, Canada

Genuinely global in its outlook, feel, focus and examples, augmented with a myriad of all-inclusive ample cases from all over the world, Carlyle Farrell provides lots of variety and plenty of teaching opportunities. This textbook is an enrichment of international marketing literature and an excellent teaching textbook. It is rich, reader friendly, simple and appeals to students with different cultural and academic backgrounds. This book is highly recommended.

Aihie Osarenkhoe
Full Professor of Marketing & International Business, Director of Research, Department of Business & Economic Studies, University of Gävle, Sweden

Very nice read, relevant information and up-to-date literature and examples.

Dr Rodrigo Lucena
School of Service Management, Brighton University
June 21, 2016

It can be used across not only global marketing: it can be used for international business.
Relevant with current examples.

Ms Danielle Banyai
Sociology , Canterbury College
May 25, 2016

I did not like the book in terms of both writing style and contents. If you look at the chapter of Cultural Environment, it touches cultural theories very superficially. In addition, the book does not seem attractive in its presentation and design. Finally, I question the credibility of the author as he does not have high-quality publications in top international marketing journals.

Professor Shintaro Okazaki
Management, King's College London
February 10, 2016

well written, good overview, have already ordered additional books for our library

Professor Ulrich Hamm
Agriculture , GHK - University of Kassel
April 1, 2016

I loved this book; its biggest strength is the global focus. I've decided to adopt it for 3 master programmes - Tourism and Events, Tourism and Festivals, Events and Festivals (essential on two modules shared across the 3 programmes). And asked the library to add it on the undergraduate TL2016 Marketing for events module as well as further reading.

Dr Claudia Sima
Dept of Tourism & Leisure Management, University of Central Lancashire
November 30, 2015

A comprehensive book that gives insight on Global marketing trends providing recent case studies.

Mr Shelton Giwa
Dpt of Strategic Management & Marketin, De Montfort University
November 22, 2015

Additional Material, very useful to students. Not core material of my courses, but useful to supplement core material.

Ms Anja Reicherstorfer
Language Center, Technische Hochschule Ingolstadt
October 16, 2015

Contains a lot of interesting facts that enables students, particularly those interested in this topic, to gain a deeper understanding of the most salient principles.

Dr Joseph Vella
Marketing , University of Malta
September 4, 2015

Sample Materials & Chapters

Ch. 1: Global Marketing Explained

For instructors

Select a Purchasing Option

ISBN: 9781446252642

ISBN: 9781446252635