Title: Global Marketing, 4th Edition
Author: Kate Gillespie
Publisher: Routledge
Description:
“Global Marketing,” authored by Kate Gillespie, presents a comprehensive overview of the theories, concepts, and practices essential for success in international marketing. In its 4th edition, this textbook offers a contemporary perspective on the challenges and opportunities presented by globalization, digitalization, and cultural diversity in the realm of global marketing. Gillespie explores key topics such as market entry strategies, global branding, product adaptation, and international marketing communication strategies with clarity and depth. Through case studies, examples, and practical insights, readers gain a nuanced understanding of how to navigate the complexities of global markets effectively. Whether you’re a student, educator, or practitioner, “Global Marketing” equips you with the knowledge and skills needed to develop and implement successful global marketing strategies in today’s dynamic business environment.