Global Marketing

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  • Engels
  • Hardcover
  • 9780765642950
  • 01 september 2015
  • 572 pagina's
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Samenvatting

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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Inhoud

Taal
en
Bindwijze
Hardcover
Oorspronkelijke releasedatum
01 september 2015
Aantal pagina's
572
Illustraties
Nee

Betrokkenen

Hoofdauteur
Kate Gillespie
Tweede Auteur
David Hennessey
Co Auteur
Kate Gillespie
Hoofduitgeverij
Taylor & Francis Ltd

Overige kenmerken

Editie
4th New edition
Extra groot lettertype
Nee
Product breedte
216 mm
Product hoogte
32 mm
Product lengte
267 mm
Studieboek
Nee
Verpakking breedte
203 mm
Verpakking hoogte
37 mm
Verpakking lengte
254 mm
Verpakkingsgewicht
1814 g

EAN

EAN
9780765642950

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