Global Marketing, 6th Edition
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Marketing

The excitement, challenges, and controversies of global marketing.

 

Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.

 

The new edition focuses on the recent changes in the world, including the global financial crisis.

From the Back Cover

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.
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