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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:

New! Thorough integration of Web 2.0 application throughout the book, including updates and examples for students and lecturers now available from the author through Twitter.

New! Each chapter-opening vignette is now linked to an end-of-chapter case with discussion questions.

New! 4-color text design and reorganization of the chapters.

Updated! Culture Watch features draw students' attention to the possible challenges faced by international marketing by giving examples from across the globe.

Updated! Closing case studies from the Middle East, South Africa, Europe, Asia, and Australia apply the discussed theories to a real company example.

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This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you.should be aware, that it has been wrongfully imported without the approval of the Publisher or the Author.Pearson International Edition.