Global Marketing (3rd Edition)
By Unknown Author.
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, an...
ISBN(s)
0130669989, 9780130669988
