Год выпуска: 2004 Автор: Jean-Pierre Jeannet, H. David Hennessey Издательство: Страниц: 613 ISBN: 0618311920
Описание
Global Marketing Strategies earns high praise for its up-to-date coverage of the field, especially from instructors of graduate-level courses. In addition to the latest research, this text reinforces the importance of global strategic thinking, or the "global mindset," with current examples from well-known companies across Europe, Asia, and Africa, as well as both North and South America. The Sixth Edition continues to offer a practical focus on global marketing, highlighting the issues facingcurrent managers such as e-commerce, the decline of internet-based businesses, the devaluation of assets sold on the stock market, emerging economies, the events of 9/11, and continued opposition to unlimited globalization. The authors have revisedthe complete text, updating key concepts and examples with reference to numerous 2000-2002 academic and trade sources. Chapter 2, The Global Economy , features new statistics on world trade and growth rates, a discussion of the...
