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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.