Kate Gillespie, K. Scott Swan

Global Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 570
• Erscheinungstermin: 30. September 2021
• Englisch
• ISBN-13: 9781000438666
• Artikelnr.: 62362821

Autorenporträt

Kate Gillespie is Associate Professor of International Business and Marketing at the University of Texas at Austin, USA. She has served as chair of the Global Marketing Special Interest Group of the American Marketing Association, and her research has appeared in top academic journals in the fields of international business, marketing, and area studies.

K. Scott Swan serves as the David L. Peebles Professor of Business Chair and Head of Marketing and Innovation Area at William & Mary. He was a Senior Fulbright-Hall Distinguished Chair for Entrepreneurship in Central Europe at WU in Vienna, Austria, and the University of Economics in Bratislava, Slovakia.

Inhaltsangabe

1. Introduction to Global Marketing PART I Understanding the Global
Marketing Environment 2. The Global Economy 3. Cultural and Social Forces
4. Political and Regulatory Climate PART II Analyzing Global Opportunities
5. Global Markets 6. Global Competitors 7. Global Marketing Research PART
III Developing Global Participation Strategies 8. Global Market
Participation 9. Global Market Entry Strategies PART IV Designing Global
Marketing Programs 10. Global Product Strategies 11. Global Strategies for
Services, Brands, and Social Marketing 12. Pricing for International and
Global Markets 13. Managing Global Distribution Channels 14. Global
Promotion Strategies 15. Managing Global Advertising PART V Managing the
Global Marketing Effort 16. Organizing for Global Marketing