Fourth Edition. Authors: Warren J. Keegan and Mark C. Green.
Paperback: 656 pages
Publisher: Prentice Hall; 4 edition (December 7, 2004)
Product Dimensions: 10.6 x 8.3 x 1 inches
Shipping Weight: 2.8 pounds
Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly 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. Coverage features an enhanced presentation of global trade; expanded and improved social/cultural coverage; the most recent research; the impact of Information Technology; an expanded section on global retailing; finance coverage in a valuable chapter appendix; a consolidated treatment of market entry strategies; specialized discussions of global communication decisions; quotes from today's professionals; enhanced Internet integration throughout the book; concise, issue-oriented and timely cases; and a vivid, full-color design. For those interested in international marketing and the global business environment.