ABSTRACT
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.
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.
TABLE OF CONTENTS
chapter Chapter 1|12 pages
Introduction to Global Marketing
part I|111 pages
Understanding the Global Marketing Environment
chapter Chapter 2|36 pages
The Global Economy
chapter Chapter 3|38 pages
Cultural and Social Forces
chapter Chapter 4|35 pages
Political and Regulatory Climate
part II|99 pages
Analyzing Global Opportunities
chapter Chapter 5|29 pages
Global Markets
chapter Chapter 6|31 pages
Global Competitors
chapter Chapter 7|37 pages
Global Marketing Research
part III|64 pages
Developing Global Participation Strategies
chapter Chapter 8|33 pages
Global Market Participation
chapter Chapter 9|29 pages
Global Market Entry Strategies
part IV|186 pages
Designing Global Marketing Programs
chapter Chapter 10|28 pages
Global Product Strategies
chapter Chapter 11|32 pages
Global Strategies for Services, Brands, and Social Marketing
chapter Chapter 12|33 pages
Pricing for International and Global Markets
chapter Chapter 13|35 pages
Managing Global Distribution Channels
chapter Chapter 14|30 pages
Global Promotion Strategies
chapter Chapter 15|26 pages
Managing Global Advertising
part V|31 pages
Managing the Global Marketing Effort