Global Marketing: Fifth Edition

Global Marketing: Fifth Edition image
ISBN-10:

1138326062

ISBN-13:

9781138326064

Edition: 5
Released: Sep 30, 2021
Publisher: Routledge
Format: Hardcover, 544 pages
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Description:

"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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