Global Marketing Management
- ISBN-10
- 111988876X
- ISBN-13
- 9781119888765
- Series
- Global Marketing Management
- Category
- Business & Economics
- Pages
- 802
- Language
- English
- Published
- 2022-10-04
- Publisher
- John Wiley & Sons
- Authors
- Masaaki, Kristiaan Helsen
Description
An indispensable resource for students of marketing, management, and international business In the newly updated ninth edition of Global Marketing Management, a team of veteran marketers delivers an academically rigorous and practically relevant guide for marketing managers hoping to succeed in an increasingly competitive international business environment. Readers will discover state-of-the-art global marketing practices that can be implemented to achieve wide-ranging corporate goals. In the book, business majors will step through a variety of animating themes, including the explosive growth of information technology, the economic and political forces of globalization, and the increased influence of environmental, social, and governance changes. Global Marketing Management is an ideal resource for undergraduate and graduate students of marketing, management, and business.
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