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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. 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. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated 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; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.
This impressive collection offers the first systematic global and comparative history of textile workers over the course of 350 years. This period covers the major changes in wool and cotton production, and the global picture from pre-industrial times through to the twentieth century. After an introduction, the first part of the book is divided into twenty national studies on textile production over the period 1650–2000. To make them useful tools for international comparisons, each national overview is based on a consistent framework that defines the topics and issues to be treated in each chapter. The countries described have been selected to included the major historic producers of woollen and cotton fabrics, and the diversity of global experience, and include not only European nations, but also Argentina, Brazil, China, Egypt, India, Japan, Mexico, Turkey, Uruguay and the USA. The second part of the book consists of ten comparative papers on topics including globalization and trade, organization of production, space, identity, workplace, institutions, production relations, gender, ethnicity and the textile firm. These are based on the national overviews and additional literature, and will help apply current interdisciplinary and cultural concerns to a subject traditionally viewed largely through a social and economic history lens. Whilst offering a unique reference source for anyone interested in the history of a particular country's textile industry, the true strength of this project lies in its capacity of international comparison. By providing global comparative studies of key textile industries and workers, both geographically and thematically, this book provides a comprehensive and contemporary analysis of a major element of the world's economy. This allows historians to challenge many of the received ideas about globalization, for instance, highlighting how global competition for lower production costs is by no means a uniquely modern issue, and has been a feature of textile production for much of the last 350 years. As such this collection will be welcomed by all scholars engaged in the history of the textile industry and international trade.