Gillespie, Kate creator author. Swan, K. Scott author. text bibliography nyu 2021 Fifth Edition. monographic eng

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xxv, 543 pages ; 30 cm. "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"-- Introduction to global marketing -- Part I. Understanding the global marketing environment -- The global economy -- Cultural and social forces -- Political and regulatory climate -- Part II. Analyzing global opportunities -- Global markets -- Global competitors -- Global marketing research -- Part III. Developing global participation strategies -- Global market participation -- Global market entry strategies -- Part IV. Designing global marketing programs -- Global product strategies -- Global strategies for services, brands, and social marketing -- Pricing for international and global markets -- Managing global distribution channels -- Global promotion strategies -- Managing global advertising -- Part V. Managing the global marketing effort -- Organizing for global marketing. Kate Gillespie and K. Scott Swan. Revised edition of Global marketing, [2015] Includes bibliographical references and index. Export marketing Export marketing Management HF1416 .G54 2021 658.84 G412g Gillespie, Kate, New York : Routledge, 2021. Fifth edition. (DLC) 2021013052 9780367694128 2021013051 DLC 210318 20250904110139.0 21948873 eng