TY  - BOOK
AU  - Keegan, Warren J.
AU  - ; Green, Mark C.
AU  - ; Keegan, Warren J.
AU  -  Warren J Keegan.
TI  - Global marketing
SN  - 9789352865284
U1  - 658.84 KEE 
PY  - 2018///
CY  - , New Delhi
PB  - : Pearson India
KW  - Export marketing
KW  - Marketing international
KW  - Internationale marketing
KW  - Global marketing
N2  - "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."
ER  -