This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

This textbook is designed to help students understand the key issues of global business by connecting theory with reality. Divided into three parts, it covers c

The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to