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  • ISBN: 9780130842688
  • ISBN10: 0130842680

Global Marketing

by Keegan, Warren J.
Green, Mark

  • List Price: $93.33
  • Binding: Paperback
  • Edition: 2
  • Publisher: Prentice Hall
  • Publish date: 07/28/1999
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Following the tradition of Keegan's, acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly 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.

Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design.

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