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Global Marketing / Edition 4
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Global Marketing / Edition 4
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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.
takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization.
Key updates include:
Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.