关于此电子书
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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作者简介
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.
