Principles of Global Marketing
- ISBN-10
- 0137222998
- ISBN-13
- 9780137222995
- Pages
- 421
- Language
- English
- Published
- 1997
- Publisher
- Prentice Hall
- Authors
- Warren J. Keegan, Mark C. Green
Description
This entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real- world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing.
