Global Marketing Management (7th Edition)

Author: Warren J. Keegan
Publisher:
Publish Date: 2004-09-01
Features: Excellent Education Translation Series in Business Administration · Marketing Series. In today's rapidly developing internationalization, having a global mindset and understanding the differences between domestic and international markets is essential. Global marketing management has become one of the fastest-growing areas in the fields of marketing and international management over the past two decades. The author, Warren J. Keegan, is a pioneer and leading scholar in the field of global marketing, having made significant efforts to advance research and practice in this area. This book is one of the author's major works and has been recommended by professors from many renowned business schools as a primary textbook. It balances theory and practice, providing comprehensive references for managers facing global business challenges while maintaining the rigor of a textbook. It is widely applicable to teaching, training, and practical use.