Global Marketing

AvKate Gillespie

E-bok

Engelska, 2021

3 367 kr

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2 804 kr

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3 258 kr

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5 600 kr

Beskrivning

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;