Global Marketing: An Interactive Approach

By Kate Gillespie, David Hennessey, H. David Hennessey, et al.

Book Overview

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. It offers balanced coverage of developed and developing markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East. While written in a student-friendly style, the text is comprehensive in its coverage of topics. The authors' extensive research and consulting experience allows for current coverage of a wide array of topics. An early introduction to culture and marketing prepares students to integrate cultural analysis throughout the course. A chapter dedicated to the understanding of global and local competitors sets the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global market.

• Format: Hardcover
• Language: English
• ISBN: 0618005080
• ISBN13: 9780618005086
• Release Date: February 2003
• Publisher: Houghton Mifflin College Div
• Length: 553 Pages
• Weight: 2.95 lbs.
• Dimensions: 10.0" x 1.3" x 8.3"

Customer Reviews

Speedy Delivery/GREAT PRICE/Excellent Condition

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love the book so much, good price

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