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Item Details
| Title:
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GLOBAL MARKETING MANAGEMENT
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| By: |
Masaaki Kotabe, Kristiaan Helsen |
| Format: |
Hardback |
| List price:
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£61.95 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0471427721 |
| ISBN 13: |
9780471427728 |
| Publisher: |
JOHN WILEY AND SONS LTD |
| Pub. date: |
8 August, 2002 |
| Edition: |
2nd Revised edition |
| Description: |
The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. |
| Synopsis: |
The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (inter-national) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation. |
| Publication: |
US |
| Imprint: |
John Wiley & Sons Inc |
| Returns: |
Non-returnable |
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