Global Marketing: An Interactive Approach - Hardcover

Gillespie, Kate; Jeannet, Jean-Pierre; Hennessey, H. David

Hardcover

ISBN 10: 0618659536 ISBN 13: 9780618659531

Publisher: Cengage Learning, 2006

Synopsis

Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. Written with the student in mind, the Second Edition features comprehensive coverage of current topics based on the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

About this title

About the Author:

Kate Gillespie teaches at the University of Texas, Austin. She received her BA from Harvard University, her MBA from the University of Virginia, and her PhD from the London Business School. Her research interests include international marketing, international business-government relations, and business in developing countries. Kate is a frequent journal contributor.

About this edition

• Publisher: Cengage Learning
• Publication date: 2006
• ISBN 10: 0618659536
• ISBN 13: 9780618659531
• Binding: Hardcover
• Edition number: 2
• Number of pages: 640