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Global Marketing. 5th ed. グローバル・マーケティング 第5版
・ISBN 978-1-138-32606-4 hard GB£ 390.00
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・ISBN 978-0-367-69412-8 paper GB£ 195.00
￥61,776.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Gillespie, Kate / Swan, K. Scott, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2021.09 |
| ページ数 | 566 pp. |
| 言語 | ENG |
| ニュース番号 | ＜663-556 663-P1607＞ |
解説
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.