GLOBAL MARKETING 2ND EDITION
Ouvrage 9780618659531 : GLOBAL MARKETING 2ND EDITION
This book features: a hands-on managerial approach to global marketing
that uses abundant cases and examples that challenge students to
interpret and simulate decisions faced by today's managers; offers
balanced presentation of developed and developing markets as well as
competitors in these markets; provides a dual focus on international
buyers and competition in the global marketplace; provides an overview
of the forces of globalisation, such as technological change and market
liberalisation, combined with a strong appreciation for cultural
analysis and the need to apply cultural understanding to marketing
decisions; and offers balanced gender representation, showing in
examples and cases both men and women as global marketers.
Auteur : GILLESPIE
Editeur : HOUGHTON MIFFLIN
Nombre de pages : 576
Date de publication : 02 2006
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