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Global Marketing Management: A European Perspective-Dr Bodo Schlegelmilch, Dr W
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- Buy it nowGlobal Marketing Management: A European Perspective-Dr Bodo Schlegelmilch, Dr W
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Item specifics
- Condition
- Book Title
- Global Marketing Management: A European Perspective-Dr Bodo Schl
- ISBN
- 9780138418267
- EAN
- 9780138418267
- Publication Year
- 2000
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- Global Marketing Management: a European Perspective
- Item Height
- 248mm
- Publisher
- Pearson Education (US)
- Item Width
- 191mm
- Subject
- Marketing
- Item Weight
- 1184g
- Number of Pages
- 632 Pages
About this product
Product Information
Keegan's Global Marketing Management is a long-established and well-known book within international marketing. This European edition draws on the efforts of one of Europe's leading international marketing scholars to produce a comprehensive and user-friendly introduction to this popular subject.Logically structured in six parts the book first provides an overview of the international marketing environment. Each part then covers the issues of selecting appropriate markets, formulating strategy, creating the global marketing mix and finally managing the program. Unlike many texts the book has excellent coverage of the European experience of international marketing. In particular the book examines the tension between the desire for global standardisation and the need for local adaptation.Substantially updated to reflect the European experience of international marketing, the book contains:? A wealth of boxed mini-case studies entitled Global Perspective and European Focus. European Focus cases also include essay questions designed to test students' understanding.? Longer end-of-part cases from a variety of international contexts and industries.? A wealth of pedagogical tools to enhance the learning experience including: introductory practice links, concepts and definitions, key points to remember and web mistresses hotspots.? Excellent coverage of web-related activities with plenty of examples throughout and an entirely new chapter on the information technology environmentGlobal Marketing Management is ideal for all students of global marketing at undergraduate, postgraduate and MBA levels. It is fully supported with an extensive supplements package.
Product Identifiers
Publisher
Pearson Education (US)
ISBN-13
9780138418267
eBay Product ID (ePID)
87799471
Product Key Features
Publication Name
Global Marketing Management: a European Perspective
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2000
Type
Textbook
Number of Pages
632 Pages
Dimensions
Item Height
248mm
Item Width
191mm
Item Weight
1184g
Additional Product Features
Country/Region of Manufacture
United States
Item description
Business seller information
Wrap Ltd.
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eBay item number:312206087503
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