For courses in global marketing.
Familiarises students with global marketing and the global business environment
Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

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Personen: Keegan, Warren J. Green, Mark C.

Standort: BSP

Schlagwörter: Kommunikation Internationales Marketing Führung Kultur Organisation Marktforschung Globalisierung Wettbewerb Fortschritt Digitalisierung Handel Marken Leadership Strategien Umwelt Marktpolitik Produktplanung