Keegan W.J., Green M.C. Global Marketing, Global Edition

8th ed. — Pearson Education Limited, 2015. — 608 p. in color. — ISBN: 1292017384, 9781292017389Global Marketing, Eighth Edition, builds on the worldwide success of the previous editions of Principles of Global Marketing and Global Marketing. Those books took an environmental and strategic approach by outlining the major dimensions of the global business environment. The authors also provided a set of conceptual and analytical tools that prepared students to successfully apply the four Ps to global marketing.