Global marketing management /
Kotabe, Masaaki
Global marketing management / Masaaki Kotabe and Kristiaan Helsen - 5th ed - Hoboken : John Wiley, 2011 - xxiii, 717 p. 28 cm
The softcopy of the book is available at http://www.wiley.com/go/global/kotabe.For technical support http://www.gmmso3.com
Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing
9780470505748
Export marketing-- Management
International business enterprises-- Management.
658.848 / KOT
Global marketing management / Masaaki Kotabe and Kristiaan Helsen - 5th ed - Hoboken : John Wiley, 2011 - xxiii, 717 p. 28 cm
The softcopy of the book is available at http://www.wiley.com/go/global/kotabe.For technical support http://www.gmmso3.com
Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing
9780470505748
Export marketing-- Management
International business enterprises-- Management.
658.848 / KOT