Principles of Global Marketing

The publisher, Prentice Hall Business Publishing
This entirely new, designed for undergraduates, groundbreaking book follows the tradition of Keegan's acclaimed Global Marketing Management text. Principles of Global Marketing, a concise introduction to the field that is presented in a lively student-oriented 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. POGM is the first book to use a full-color design to most effectively present the dynamic and interesting discipline of marketing around the world.


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