Global Marketing av Kate Gillespie, K. Scott Swan

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<P>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.</P><P></P><P>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. <I>Global Marketing </I>takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.</P><P></P><P>Key updates include:</P><UL><P><LI>Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East;</LI><P></P><P><LI>New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok;</LI><P></P><P><LI>Updated exploration of often overlooked topics, such as China''s state-owned enterprises, the