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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.
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Book Description Prentice Hall PTR. Soft cover. Condition: New. New, 1st Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Seller Inventory # 0138418268
Book Description Pearson P T R, 2000. Condition: New. book. Seller Inventory # M0138418268
Book Description Pearson P T R, 2000. Paperback. Condition: Brand New. 632 pages. In Stock. Seller Inventory # zk0138418268