Global Marketing Management: A European Perspective

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9780138418267: Global Marketing Management: A European Perspective

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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Warren J. Keegan, Bodo Schlegelmilch, Barbara Stoettinger
Published by Pearson Education (US), United States (2001)
ISBN 10: 0138418268 ISBN 13: 9780138418267
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Book Description Pearson Education (US), United States, 2001. Paperback. Book Condition: New. Language: English . Brand New Book. 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. Bookseller Inventory # AAK9780138418267

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Warren J. Keegan, Bodo Schlegelmilch, Barbara Stoettinger
Published by Pearson Education (US), United States (2001)
ISBN 10: 0138418268 ISBN 13: 9780138418267
New Paperback Quantity Available: 10
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Book Description Pearson Education (US), United States, 2001. Paperback. Book Condition: New. Language: English . Brand New Book. 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. Bookseller Inventory # AAK9780138418267

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Keegan, Warren J./ Schlegelmilch, Bodo
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Book Description Pearson P T R, 2000. Paperback. Book Condition: Brand New. 632 pages. In Stock. Bookseller Inventory # zk0138418268

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Book Description Prentice Hall PTR. Soft cover. Book Condition: New. New, 1st Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Bookseller Inventory # 0138418268

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