Principles of Global Marketing: International Edition - Tapa blanda

Appropriate for undergraduate courses in International Marketing. This entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, a concise introduction to the field that is presented in a lively student-oriented style. The authors integrate relevant real- world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. A complete supplements package including video cases, color transparencies, test bank, and instructor's manual accompanies the text. POGM is the first book to use a full-color design to most effectively present the dynamic and interesting discipline of marketing around the world.