Global Marketing by Warren J Keegan

Global Marketing by Warren J Keegan

This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies mentioned in the text and continuous updates to chapter discussions; and chapter-ending skill-building exercises keyed to the Internet *Concise, issue-oriented and timely cases. Profiles such businesses/topics as McDonald's; Acer, Inc.; the European Monetary Union; the US vs. Cuba; airlines global alliances; LVMH and luxury goods marketing; and more *Presents concepts under discussion at work in the real world, offering the immediate application of principles and stimulating lively class discussion

SKU	Non disponible
ISBN 13	9780130842688
ISBN 10	0130842680
Titre	Global Marketing
Auteur	Warren J Keegan
État	Non disponible
Type de reliure	Paperback
Éditeur	Pearson Education (US)
Année de publication	1999-12-17
Nombre de pages	640
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible