9780765642950-0765642956-Global Marketing

Global Marketing

3.5
ISBN-13: 9780765642950
ISBN-10: 0765642956
Edition: 4
Author: Kate Gillespie, H. David Hennessey
Publication date: 2015
Publisher: Routledge
Format: Hardcover 598 pages
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Book details

ISBN-13: 9780765642950
ISBN-10: 0765642956
Edition: 4
Author: Kate Gillespie, H. David Hennessey
Publication date: 2015
Publisher: Routledge
Format: Hardcover 598 pages

Summary

Acknowledged authors Kate Gillespie , H. David Hennessey wrote Global Marketing comprising 598 pages back in 2015. Textbook and eTextbook are published under ISBN 0765642956 and 9780765642950. Since then Global Marketing textbook received total rating of 3.5 stars and was available to sell back to BooksRun online for the top buyback price of $ 24.76 or rent at the marketplace.

Description

This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster.

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 similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include:

  • Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations
  • A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace
  • Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East

Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.

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