From the Publisher 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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