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Global Marketing - 2nd edition

by Kate Gillespie, Jean-Pierre Jeannet and H. David Hennessey

Global Marketing (ISBN10: 0618659536; ISBN13: 9780618659531)
ISBN13: 978-0618659531
ISBN10: 0618659536

This edition has also been released as:
ISBN13: 978-0618731473
ISBN10: 0618731474

Summary: Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.

Written with the student in mind, the Second Edition features comprehensive coverage of current topics based ...show moreon the authors' extensive research and consulting experience. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.
...show less

Edition/Copyright: 2ND 07
Cover: Hardback
Publisher: Houghton Mifflin Harcourt
Published: 02/01/2006
International: No

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