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Detail titel ●

Author : Kate Gillespie Pages : 598 pages Publisher : Routledge 2015-09-01 Language : English ISBN-10 : 0765642956 ISBN-13 : 9780765642950

sipnopsis title This textbook introduces 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. Other key features include: * Coverage of often overlooked topics, such as the competitive rise of China s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations * A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly

PDF DOWNLOAD Global Marketing By Kate Gillespie Read Online  

PDF DOWNLOAD Global Marketing By Kate Gillespie Read Online

PDF DOWNLOAD Global Marketing By Kate Gillespie Read Online  

PDF DOWNLOAD Global Marketing By Kate Gillespie Read Online

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