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Title:
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Global marketing
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Authors:
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WARREN J. KEEGAN, Author ;
Mark C. GREEN, Author
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Material Type:
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Book
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Edition statement:
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9ème éd.
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Publisher:
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Londres [Royaume Uni] : Pearson Education Limited, 2017
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ISBN (or other code):
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978-1-292-15076-5
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Size:
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624 p. / ill. en coul.. / 28 cm
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Languages:
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English
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Class number:
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739 (Marketing international)
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Descriptors:
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Thésaurus du Management
EXPORT
;
FREE MARKET ECONOMY
;
INTERNATIONAL MARKETING
;
INTERNATIONAL TRADE
;
NORTH AMERICA
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Abstract:
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Its environmental and strategic approach outlines the major dimensions of the global business environment. In this edition, as in all previous editions, the authors' goal has been to write a book that's authoritative in content yet relaxed and assured in style and tone. Students have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. (source Dawsonenter)
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