{"product_id":"global-marketing-9780367694128","title":"Global Marketing","description":"\u003cp\u003eStrategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications.\u003c\/p\u003e\u003cp\u003eIncreasingly, 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. \u003ci\u003eGlobal Marketing \u003c\/i\u003etakes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.\u003c\/p\u003e\u003cp\u003eKey updates include: \u003c\/p\u003e\u003cul\u003e \u003cp\u003e \u003c\/p\u003e \u003cli\u003eExtensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East;\u003c\/li\u003e \u003cp\u003e \u003c\/p\u003e \u003cli\u003eNew topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok;\u003c\/li\u003e \u003cp\u003e \u003c\/p\u003e \u003cli\u003eUpdated 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;\u003c\/li\u003e \u003cp\u003e \u003c\/p\u003e \u003cli\u003eA stronger recognition of the need for a growth mindset, value orientation, and innovation.\u003c\/li\u003e \u003c\/ul\u003e\u003cp\u003eWritten in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eKate Gillespie\u003c\/strong\u003e 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.\u003c\/p\u003e\u003cp\u003eK. Scott Swan serves as the David L. Peebles Professor of Business Chair and Head of Marketing and Innovation Area at William \u0026amp; 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.\u003c\/p\u003e\u003cbr\u003e","brand":"Routledge","offers":[{"title":"Default Title","offer_id":51589798920466,"sku":"9780367694128","price":252.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_1cd44f9d-5abe-471f-ade9-fc42f6fb8aa5.jpg?v=1756806996","url":"https:\/\/surprise-castle.myshopify.com\/products\/global-marketing-9780367694128","provider":"Surprise Castle","version":"1.0","type":"link"}