Global Marketing

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.

"Global Marketing walks the student through an interactive learning process of how to do business in the international marketplace. The text includes the important elements for the successful creation of a strategic international marketing plan."Michael Carey, Associate Professor at Davenport University, USA"Gillespie and Swan’s fifth edition keeps pace with the rapidly changing world of global marketing. Up-to-date information covers current events and the latest trends. The primary focus on cultural differences and how to manage them is a great approach. The end-of-chapter cases keep students related to the real world."Soumava Bandyopadhyay, Associate Dean of Graduate Studies and Research and Professor of Marketing, Lamar University, USA"I have used Global Marketing with great success for many years. It piques students' interest with its interwoven anecdotes, real-life examples, scenarios, and hands-on mini-cases. I was happy to discover that Gillespie and Swan have preserved that compelling structure and narrative in the new edition, while at the same time adding a more balanced gender perspective." Anna Helm, GW-CIBER Director & Associate Teaching Professor of International Business, George Washington University, USA

• 1. Introduction to Global Marketing PART I Understanding the Global Marketing Environment 2. The Global Economy 3. Cultural and Social Forces 4. Political and Regulatory Climate PART II Analyzing Global Opportunities 5. Global Markets 6. Global Competitors 7. Global Marketing Research PART III Developing Global Participation Strategies 8. Global Market Participation 9. Global Market Entry Strategies PART IV Designing Global Marketing Programs 10. Global Product Strategies 11. Global Strategies for Services, Brands, and Social Marketing 12. Pricing for International and Global Markets 13. Managing Global Distribution Channels 14. Global Promotion Strategies 15. Managing Global Advertising PART V Managing the Global Marketing Effort 16. Organizing for Global Marketing