Product DescriptionThis paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. 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. A five-part organization provides an introduction to. . . More >>
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