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. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. "Global Marketing walks the student through an interactive learning process of how to do business in the international marketplace. The text includes the important elements for the successful creation of a strategic international marketing plan." Michael Carey, Associate Professor at Davenport University, USA ? "Gillespie and Swan's fifth edition keeps pace with the rapidly changing world of global marketing. Up-to-date information covers current events and the latest trends. The primary focus on cultural differences and how to manage them is a great approach. The end-of-chapter cases keep students related to the real world." Soumava Bandyopadhyay, Associate Dean of Graduate Studies and Research and Professor of Marketing, Lamar University, USA "I have used Global Marketing with great success for many years. It piques students' interest with its interwoven anecdotes, real-life examples, scenarios, and hands-on mini-cases. I was happy to discover that Gillespie and Swan have preserved that compelling structure and narrative in the new edition, while at the same time adding a more balanced gender perspective."? Anna Helm, GW-CIBER Director & Associate Teaching Professor of International Business, George Washington University, USA