Global marketing Kate Gillespie and K. Scott Swan.
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TextPublication details: New York : Routledge, Taylor & Francis Group, 2021Edition: Fifth EditionDescription: xxiii, 543 pISBN: 9780367694128; 9781000438567Subject(s): Export marketingDDC classification: 658.84 Summary: "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"--
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Permanent Reference
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Main Library Permanent Reference | Reference | 658.84 GIL (Browse shelf(Opens below)) | Not for loan | 016500 |
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| 658.8003 INT International Encyclopaedia of Marketing | 658.8003 INT International Encyclopaedia of Marketing | 658.8003 INT International Encyclopaedia of Marketing | 658.84 GIL Global marketing | 658.84 STR E- Marketing | 660.03 IRA இரசாயன எந்திரவியற் சொற்றொகுதி | 666.94 LEA Lea's chemistry of cement and concrete |
Revised edition of Global marketing, [2015]
"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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