Penulis: Dr. Ririn Andriana, S.E., M.M.
ISBN: PROSES
Sinopsis:
Globalization has transformed the way organizations create value, compete, and engage with consumers across national borders. Advances in technology, the liberalization of trade, the rise of emerging markets, and the increasing interconnectedness of economies have fundamentally reshaped the marketing landscape. In this context, Global Marketing has evolved from a specialized area of study into a core discipline essential for understanding contemporary business practices.
This textbook, Global Marketing, is designed to provide students with a comprehensive, systematic, and critical understanding of marketing activities in an international and global environment. It integrates classical theories with contemporary perspectives, addressing both the strategic and operational dimensions of global marketing. The book emphasizes not only how firms expand across borders, but also how cultural, economic, political, technological, and ethical factors shape marketing decisions worldwide.
Link Eksternal:
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