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.
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Produktdetaljer
ISBN
9781000438666
Publisert
2021
Utgave
5. utgave
Utgiver
Vendor
Routledge
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter