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