Global Marketing Management

Global Marketing Management

Written by: Warren J. Keegan

  • Publisher: Pearson Education
  • Publish Date: 2001
  • ISBN-10: 0138418268
  • ebook-global-marketing-management.pdf

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Book Summary

This 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.

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