Global Marketing, Global Edition
Summary: “Global Marketing” offers insights into the complexities of marketing in a global context. It covers various aspects of international marketing, including market entry strategies, segmentation, targeting, branding, and marketing mix decisions. With real-world examples and case studies, this edition provides a thorough understanding of how cultural, economic, and political factors influence global marketing strategies.
Authors: Warren J. Keegan, Mark C. Green
Publisher: Pearson