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Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications.
Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.
Key updates include:
Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.
Author: Kate Gillespie, K. Scott Swan
ISBN-10: 0367694123
ISBN-13: 9780367694128
Publisher: Routledge
Language: English
Published: 09/30/2021
Pages: 544
Format: Paperback
Weight: 3.76lbs
Size: 11.00h x 8.25w x 1.55d
Kate Gillespie is Associate Professor of International Business and Marketing at the University of Texas at Austin, USA. She has served as chair of the Global Marketing Special Interest Group of the American Marketing Association, and her research has appeared in top academic journals in the fields of international business, marketing, and area studies.
K. Scott Swan serves as the David L. Peebles Professor of Business Chair and Head of Marketing and Innovation Area at William & Mary. He was a Senior Fulbright-Hall Distinguished Chair for Entrepreneurship in Central Europe at WU in Vienna, Austria, and the University of Economics in Bratislava, Slovakia.
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