Global Marketing (3rd Edition)
Type
Book
Authors
ISBN 10
0130669989
ISBN 13
9780130669988
Category
Unknown
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Publication Year
2003
Publisher
Pages
666
Description
This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals. A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace. - from Amzon
Number of Copies
1
