Global Marketing (Paperback) (ISBN-13: 9780367694128)

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:

• Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East;
• New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok;
• Updated exploration of often overlooked topics, such as China's state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners;
• A stronger recognition of the need for a growth mindset, value orientation, and innovation.

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