TY  - BOOK
AU  - Gillespie,Kate
AU  - Swan,K.Scott
TI  - Global marketing
SN  - 9780367694128
AV  - HF1416 .G54 2021
U1  - 658.84 23
PY  - 2022///
CY  - New York, NY, Abingdon, Oxon
PB  - Routledge
KW  - Export marketing
KW  - Management
N1  - Revised edition of Global marketing, [2015]; Includes bibliographical references and index; 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
N2  - "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"--
ER  -