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:
Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.Über den Autor:
Kate Gillespie is an associate professor in the department of marketing at the University of Texas at Austin, USA. She researches international marketing, international business-government relations, and business in developing countries.
H. David Hennessey is professor of marketing and international business at Babson College, USA. He has taught courses on global marketing, marketing strategy, B2B marketing, foundations of entrepreneurship and management, and sales management strategy.
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