(eBook PDF) Global Marketing 4th Edition by Kate Gillespie – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0765642956
- ISBN-13 : 978-0765642950
- Author: Kate Gillespie
This textbookintroduces 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.
Table contents:
- Introduction to global marketing
- The global economy
- Cultural and social forces
- Political and regulatory climate
- Global markets
- Global competitors
- Global marketing research
- Global market participation
- Global market entry strategies
- Global product strategies
- Global strategies for services, brands and social marketing
- Pricing for international and global markets
- Managing global distribution channels
- Global promotion strategies
- Managing global advertising
- Organizing for global marketing
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