Global marketing strategies / Jean-Pierre Jeannet, H. David Hennessey.
Material type: TextPublication details: Boston : Houghton Mifflin, c2004Edition: 6th edDescription: xxv, 896 p. : ill. ; 24 cmISBN:- 0618310592
- HF1416 .J43 2004
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Includes bibliographical references and indexes.
Introduction -- Understanding global marketing opportunities -- Analyzing global marketing opportunities -- Developing global marketing strategies -- Designing global marketing programs -- Managing the global marketing effort -- Practicing global marketing.
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