By Keegan
Descripción: New to the eighth edition:
• Integrated discussion of Internet marketing throughout the book
• Intensified focus on culture’s influence on marketing communications both from the customer’s and manager’s perspective
• New chapter—Global Social and Environmental Responsibility
• Latest research and theory from the leading academic and business publications
• Illustrative stories adapted from current business management press
• Experiential exercises that require students to apply concepts presented in the
hapter to realistic business situations
Contenido: Part I: Introduction and Overview
Part II: The Global Marketing Environment
Part III: Analyzing And Targeting Global Market Opportunities
Part IV: Global Marketing Strategy
Part V: Creating Global Marketing Programs
Part VI: Managing the Global Marketing Program
Name Index
Subject Index
Material: