Essentials of Global Marketing

Jain takes a multidisciplinary approach, enabling students to fully understand twenty-first century marketing principles within the broader framework of such disciplines as accounting and finance.

Throughout the 19 chapters, Jain concretizes concepts by using a wealth of examples from both theory and practice. He provides condensed coverage of the global arena without sacrificing thoroughness. The text includes 21 cases, both short and long, dealing with different situations in different nations.