Kate Gillespie (USA University of Texas), K. Scott Swan

Broschiertes Buch

Global Marketing

Beschreibung

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. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.

Autor

Kate Gillespie is Associate Professor of International Business and Marketing at the University of Texas at Austin, 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. K. Scott Swan serves as the David L. Peebles Professor of Business Chair and Head of Marketing and Innovation Area at William & Mary. He was a Senior Fulbright-Hall Distinguished Chair for Entrepreneurship in Central Europe at WU in Vienna, Austria, and the University of Economics in Bratislava, Slovakia.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 5 ed
• Seitenzahl: 570
• Erscheinungstermin: 30. September 2021
• Englisch
• Abmessung: 280mm x 210mm x 36mm
• Gewicht: 1708g
• ISBN-13: 9780367694128
• ISBN-10: 0367694123
• Artikelnr.: 62115524