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by Warren J. Keegan, Mark C. Green
- Release date: December 7, 2004
- Publisher: Prentice Hall
- Language: english
- Author: Warren J. Keegan, Mark C. Green
- Format: paperback, 636 pages
- ISBN: 9780131469198 (0131469193)
- Genres: business, textbooks
About The Book
For undergraduate courses in Global International Marketing. Suitable at the graduate-level/MBA level if used with supplemental cases. The Fourth Edition draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives adopters the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.
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