Students will explore international marketing concepts from an entrepreneurial and managerial perspective. Specific emphasis will be placed upon cultural components and how they affect product, price, place, distribution, and promotion. The course will also examine the impact of multinational corporations on economic, environmental, and social development.
Title: Global Marketing, 7th Ed., 2012
Author: Keegan, W. J. and Green, M. C.
ISBN-10: 0132719150 / ISBN-13: 9780132719155