Global Marketing by Kate Gillespie

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Global Marketing by Kate Gillespie

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Summary

Presents students with a balanced perspective of both the global forces that require managers to co-ordinate marketing decisions across national markets and the cultural differences that demand localisation. This book offers balanced gender representation, showing in examples and cases both men and women as global marketers.

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Global Marketing by Kate Gillespie

Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

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SKU Unavailable
ISBN 13 9780618659531
ISBN 10 0618659536
Title Global Marketing
Author Kate Gillespie
Condition Unavailable
Binding Type Paperback
Publisher Cengage Learning, Inc
Year published 2006-02-01
Number of pages 640
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

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