Global Marketing Management

Global Marketing Management
ISBN-10
0130615064
ISBN-13
9780130615060
Series
Global Marketing Management
Category
Export marketing
Pages
617
Language
English
Published
2002
Authors
Warren J. Keegan, Mark C. Green

Description

For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases. *NEW- Chapter on Global e.marketing. - Students see impact of e-commerce on global marketing. *NEW- New Cases. Kodak vs. Fuji, Education of an Expatriate, CEAC-China and Ascom Hasler, Inc. - Provides students with new cases and teaching notes that refresh and update course. *Classic cases. Such as Harley Davidson, Parker Pen, etc. - These classic cases have been effective teaching cases for students. *The latest research findings and practices. With chapters on targeting, competitive analysis and strategy and product decisions. - Students can learn about the most important new research to assist with projects. *The experience and insight of a distinguished advisory board. Of executive and consulting experts. - Students learn what is happening in real practice. *Cases. Cover consumer, industrial, low tech and high tech, product and services marketing. *A unique appendix. Identifies the location of global income and population by stage of development, country and region for 2000 with projections to the year 2010 and 2020. - Students can incorp

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