Global Marketing Principles (Business Management Classics Translation Series · International Business Management Series): International Business Management Series

Author: Warren J. Keegan
Publisher:
Publish Date: 2002-03-01
Features: This book provides an overview of economics, society, culture, politics, law, and finance, adopting a strategic and environmental research approach. It offers a set of conceptual and analytical tools to prepare students for successfully applying the 4Ps (product, price, distribution, promotion) in global marketing. The book offers a concise introduction to the field of international marketing with a student-oriented style. The author integrates relevant real-world cases, anecdotes, and features, along with a clear narrative of the challenges in the global marketing field. Each chapter concludes with cases drawn from practical company experiences, authentically reflecting the opportunities and challenges in the global market, the principles of global marketing, and the excitement of operational execution.