Glocal Marketing: Think Globally and ACT Locally

This book encapsulates a multinational group of scholars' combined expertise and perspectives on domestic/local and international/global marketing arenas. With its 'glocal' perspective, the book presents a wide range of subjects important to business in times of crisis. The theme, 'thinking globally [...]
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This book encapsulates a multinational group of scholars' combined expertise and perspectives on domestic/local and international/global marketing arenas. With its 'glocal' perspective, the book presents a wide range of subjects important to business in times of crisis. The theme, 'thinking globally and acting locally', focuses on a range of topics, such as marketing strategy, early internationalisation and born globals, traditions and cultures, the internationalisation of business and services, relationships, alliances, entrepreneurs and purchasing, marketing ethics and ethical conventions, macromarketing, and the effects of terrorism and climate change. Although written primarily for students, scholars and practitioners, the book also forms an important resource for anyone with an interest in domestic/local and international/global marketing arenas. In short, it provides a solid foundation for an enriched scholarly and professional understanding of thinking globally and acting locally (ie: 'glocal' marketing).