GLOBAL MARKETING

• Main Author: Keegan, Warren J. (Author)
• Other Authors: Green, Mark C. (co-author)
• Format: Book
• Language: English
• Published: Boston PEARSON 2017
• Edition: NINTH EDITION
• Subjects: Export marketing
• Online Access: Click Here to View Status and Holdings.
• Item Description: Revised edition of the authors' Global marketing, 2015.
• Physical Description: xx, 604 pages illustrations 28 cm
• ISBN: 9780134129945; 0134129946

Familiarizes Readers with Global Marketing and the Global Business Environment Marking the 20th anniversary of this series of textbooks, this Ninth Edition of Global Marketing builds on the tradition and successes of previous editions. 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. Readers have consistently praised Global Marketing for its simple, readable language and clarity. The Ninth Edition brings global marketing 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.