Global Marketing Contributor(s): Gillespie, Kate (Author), Swan, K. Scott (Author) |
|
ISBN: 0367694123 ISBN-13: 9780367694128 Publisher: Routledge OUR PRICE: $218.50 Product Type: Paperback - Other Formats Published: October 2021 |
Additional Information |
BISAC Categories: - Business & Economics | International - Marketing - Business & Economics | Marketing - Multilevel |
Dewey: 658.84 |
LCCN: 2021013051 |
Physical Information: 1.55" H x 8.25" W x 11" (3.76 lbs) 544 pages |
Descriptions, Reviews, Etc. |
Publisher 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:
Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing. |