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.
發表於2024-12-23
Global Marketing Management 2024 pdf epub mobi 電子書 下載
圖書標籤: marketing 學習
大部頭終於讀完瞭
評分大部頭終於讀完瞭
評分大部頭終於讀完瞭
評分大部頭終於讀完瞭
評分大部頭終於讀完瞭
Global Marketing Management 2024 pdf epub mobi 電子書 下載