Год выпуска: 2006 Автор: Kate Gillespie, Jean-Pierre Jeannet, H. d. Hennessey Издательство: Страниц: 576 ISBN: 0618659536
Описание
Created specifically for undergraduate students, this concise text covers the essential concepts of global marketing with the aid of extensive real-life examples and cases. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market. Each chapter begins with a recap of one company's recent experience with global marketing to illustrate and preview key...
