For undergraduate courses in Global International Marketing. Suitable at the graduate-level/MBA level if used with supplemental cases.
The Third Edition draws students into the excitement, challenges, and controversies of global marketing. The paperback, two-color format gives adopters the flexibility to choose a supplementary reader while ensuring that the total cost to students is reasonable. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.
- ISBN10 0130669989
- ISBN13 9780130669988
- Publish Date 27 August 2002 (first published 9 October 1996)
- Publish Status Out of Print
- Out of Print 16 May 2007
- Publish Country US
- Imprint Pearson
- Edition 3rd edition
- Format Paperback
- Pages 666
- Language English