Titre :
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Global marketing management : Changes, Challenges and New strategies
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Auteurs :
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Kiefer LEE ;
Steve Carter
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Type de document :
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Livre
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Mention d'édition :
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seconde édition
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Editeur :
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OXFORD : OXFORD UNIVERSITY PRESS, 2009
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ISBN/ISSN/EAN :
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978-0-19-926752-1
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Format :
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1 vol (565 p.) / graph., ill. en coul / 25 cm
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Langues:
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Anglais
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Concepts :
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COMMERCE
MARKETING
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Index. décimale :
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658.802
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Résumé :
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Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide
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