{"product_id":"global-marketing-1","title":"Global Marketing","description":"\u003cp\u003eStrategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications.\u003c\/p\u003e\u003cp\u003eIncreasingly, 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. \u003ci\u003eGlobal Marketing \u003c\/i\u003etakes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.\u003c\/p\u003e\u003cp\u003eKey updates include:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eExtensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East;\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eNew topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok;\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eUpdated 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;\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eA stronger recognition of the need for a growth mindset, value orientation, and innovation.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eWritten in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":50099026461016,"sku":"9780367694128","price":241.8,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780367694128.jpg?v=1779426967","url":"https:\/\/agendabookshop.com\/products\/global-marketing-1","provider":"Agenda Bookshop","version":"1.0","type":"link"}