Global Marketing

Kate Gillespie, Jean Pierre Jeannet, H. David Hennessey

620 pages, parution le 28/02/2006 (2^eme édition)

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Résumé

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. Global Marketing offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East.

L'auteur - Jean Pierre Jeannet

Jean-Pierre Jeannet has some 25 years experience in executive education. He has spent the last 10 years researching global marketing and global business strategies. Many of the concepts in this book come from his teaching at IMID, Lausanne and Babson College, Massachusetts, as well as his many executive programs for international and global firms. He has firsthand experience in guiding international firms in their strategy making. And, he has had ample opportunities to test those concepts in real situations.

Sommaire

Preface
Introduction to Global Marketing
Understanding the Global Marketing Environment
Analyzing Global Opportunities
Developing Global Participation Strategies
Designing Global Marketing Programs
Managing the Global Marketing Effort
Appendix: Cases

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Houghton Mifflin
Auteur(s)	Kate Gillespie, Jean Pierre Jeannet, H. David Hennessey
Parution	28/02/2006
Édition	2^eme édition
Nb. de pages	620
Format	21 x 26
Couverture	Relié
Poids	1301g
Intérieur	Quadri
EAN13	9780618659531
ISBN13	978-0-618-65953-1