Book Details
| Print ISBN | 9780367694128 |
| eText ISBN | 9781000438666 |
| Publisher | Routledge |
| Publishing Year | 2022 |
| Edition | 5th Edition |
| Language | English |
| Pages | 570 |
Global Marketing, 5th Edition, is a textbook that introduces students to core global marketing concepts and their managerial implications. The text examines how firms integrate marketing activities worldwide while balancing global integration with local responsiveness.
Coverage spans the economic, cultural, and political forces shaping the international environment, alongside methods for evaluating foreign markets, conducting international marketing research, and assessing competitors. It also addresses strategic choices concerning foreign market entry, product development, pricing, and distribution.
Real-world cases and examples from both developed and emerging economies, including Africa, Latin America, and the Middle East, ground conceptual principles in everyday business practice.
Table of Contents
Chapter 1: Introduction to Global Marketing
Chapter 2: The Global Economy
Chapter 3: Cultural and Social Forces
Chapter 4: Political and Regulatory Climate
Chapter 5: Global Markets
Chapter 6: Global Competitors
Chapter 7: Global Marketing Research
Chapter 8: Global Market Participation
Chapter 9: Global Market Entry Strategies
Chapter 10: Global Product Strategies
Chapter 11: Global Strategies for Services, Brands, and Social Marketing
Chapter 12: Pricing for International and Global Markets
Chapter 13: Managing Global Distribution Channels
Chapter 14: Global Promotion Strategies
Chapter 15: Managing Global Advertising
Chapter 16: Organizing for Global Marketing
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