00000cam a22000003i 4500 UP-1685594773862467568 Buklod 20240502133549.0 m | | ta 230322s2022 nyua rb |||1 u|eng d 9780367694128 (pbk) (iLib)UPBAG-00046823926 GRC-3721 Forefront Book Co., Inc. Php17,901.00 Institute of Management Faculty DLC BAG rda eng HF 1416 G54 2022 Gillespie, Kate author. Global marketing Kate Gillespie and K. Scott Swan. Fifth edition. New York, NY Routledge, an imprint of the Taylor & Francis Group 2022. xxiii, 543 pages illustrations (some color) 30 cm text rdacontent unmediated rdamedia volume rdacarrier First edition entitled: Global marketing : an interactive approach / Jean-Pierre Jeannet, H. David Hennessey. ©2004. Includes bibliographical references and index. "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."--Provided by publisher. Export marketing. Export marketing Management. Swan, K. Scott author. FO UPBAG GRC HF 1416 G54 2022 Book