Global marketing management / Masaaki Kotabe and Kristiaan Helsen

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