商品詳細

The Global Marketing Management System (GMMS) provides a comprehensive, systematic and integrative planning process designed to guide students and managers through the decision-making process of a company seeking global market opportunities. It offers a step-by-step approach to decision-making in international business, each step preceded by the objective of the phase, so that students and managers begin each phase with a clear understanding of its purpose and application.*Applies established models and concepts to each component part of the GMMS, successfully bridging the gap between theory and practice*Uses real-world case studies in order to demonstrate how each phase of the GMMS can be used*Includes multiple sources for determining foreign market opportunities*Students can use the GMMS workbook with a real company or establish a new one for the purpose of a project