Articles liés à Global Marketing Management. A European Perspective

Global Marketing Management. A European Perspective - Couverture souple

Keegan, Warren-J.; Schlegelmilch, Bodo-B

 
9780138418267: Global Marketing Management. A European Perspective
Couverture souple
ISBN 10 : 0138418268 ISBN 13 : 9780138418267
Editeur : Addison Wesley, 2000

Synopsis

This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.  Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.  Written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. The book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. A European version of Keegan's successful text, thoroughly revised to take into account the way global marketing is taught within the European context.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Addison Wesley
Date d'édition
2000
Langue
anglais
ISBN 10 
0138418268
ISBN 13 
9780138418267
Reliure
Broché
Nombre de pages
632
Coordonnées du fabricant
Buchpark GmbH
https://www.buchpark.de

Krügerweg 1
Trebbin
Brandenburg
14959
Allemagne