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Titre :
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Global marketing
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Auteurs :
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WARREN J. KEEGAN, Auteur ;
Mark C. GREEN, Auteur
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Type de document :
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Ouvrage
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Mention d'édition :
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9ème éd.
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Editeur :
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Londres [Royaume Uni] : Pearson Education Limited, 2017
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ISBN/ISSN/EAN :
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978-1-292-15076-5
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Format :
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624 p. / ill. en coul.. / 28 cm
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Langues:
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Anglais
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Index. décimale :
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739 (Marketing international)
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Catégories :
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Thésaurus du Management
AMERIQUE DU NORD
;
COMMERCE INTERNATIONAL
;
ECONOMIE DE MARCHE
;
EXPORTATION
;
MARKETING INTERNATIONAL
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Résumé :
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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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