Global Marketing
| Author | : | |
| Rating | : | 4.21 (707 Votes) |
| Asin | : | 0765642956 |
| Format Type | : | paperback |
| Number of Pages | : | 598 Pages |
| Publish Date | : | 2017-02-07 |
| Language | : | English |
DESCRIPTION:
David Hennessey is professor (emeritus) of marketing and international business at Babson College, USA. He has taught courses on global marketing, marketing strategy, and sales strategy, and has participated in executive education programs around the world.. She has served as chair of the Global Marketing Special Int
Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East 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
Donald Hsu said Excellent book for one semester course. 16 chapters covering the global marketing aspect of: cultural social forces, political climate, competitors, market research, entry strategies, product strategies, service, brands, social marketing, distribution channels, promotion, advertising, and organization.All of these topics were taught in Marketing courses. But to take it to the world level, the strategies are
About the AuthorKate Gillespie is associate professor of international business and marketing at the University of Texas at Austin, USA. David Hennessey is professor (emeritus) of marketing and international business at Babson College, USA. She has served as chair of the Global Marketing Special Interest Group of the American Marketing Association, and her research has appeared in top academic journals in the fields of international business, marketing, and area studies.H. He has taught courses on global marketing, marketing strategy, and sales strategy, and has participated in executive education programs around the world.