Overview

This text introduces students to scholarship and insight that are critical for the success of modern international marketers and business professionals. Students learn about trade credit financing instruments, supply chain logistics and management, international marketing research, personal and cultural factors in global business, and global branding and marketing. The third edition features new readings on energy security and the transformation of the market economy, as well as revisions in Chapters 1 and 14 to reflect changes in the global economy.

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Christopher L. Myers is a marketing professor at the University of Memphis, teaching both brand and global marketing to undergraduate and graduate students in person and online, an independent marketing consultant, former global marketing leader at FedEx, ABB, and Hilton, among other companies, and a passionate special needs advocate. He holds an M.B.A. in international marketing from Thunderbird School of Global Management at Arizona State University and a B.A. in political science and business from The George Washington University. Myers is the author of 14 books, including Brand Marketing.

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