Overview: Highlights emerging marketing theories and frameworks in the context of emerging economies.Focuses on contemporary shifts in global markets, institutions, and policies, as well as emerging threats and.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 no longer sufficient to address the emerging issues in global markets. Global companies need t
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