グローバル・マーケティング入門（第５版） Global Marketing（5 NED）

著者名：Gillespie, Kate/Swan, K. Scott

Routledge（2021/09/30発売）

• 言語：ENG
• ISBN：9780367694128
• eISBN：9781000438666

Description

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.

Table of Contents

1 Introduction to Global Marketing

PART I Understanding the Global Marketing Environment

2 The Global Economy

3 Cultural and Social Forces

4 Political and Regulatory Climate

PART II Analyzing Global Opportunities

5 Global Markets

6 Global Competitors

7 Global Marketing Research

PART III Developing Global Participation Strategies

8 Global Market Participation

9 Global Market Entry Strategies

PART IV Designing Global Marketing Programs

10 Global Product Strategies

11 Global Strategies for Services, Brands, and Social Marketing

12 Pricing for International and Global Markets

13 Managing Global Distribution Channels

14 Global Promotion Strategies

15 Managing Global Advertising

PART V Managing the Global Marketing Effort

16 Organizing for Global Marketing