Dear Colleagues,

 

We are pleased to announce a new book on Global Marketing published by Springer.

 

Emerging Issues in Global Marketing: A Shifting Paradigm, Edited by James Agarwal (University of Calgary, Canada) and Terry Wu (University of Ontario Institute of Technology, Canada), ISBN: 978-3-319-74128-4.

 

https://www.springer.com/us/book/9783319741284

 

This book brings together a distinguished team of scholars to present and analyze emerging issues in global marketing. It 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 to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues.

 

 

Best Regards,

Terry Wu

Faculty of Business and IT

University of Ontario Institute of Technology

Oshawa, Ontario

Canada

L1H 7K4

Email:  [log in to unmask]