Global Marketing Management

Binding: paperback

Number Of Pages: 720

Release Date: 01-12-2004

Details: 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 (international) 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.

EAN: 9789812530998

Package Dimensions: 9.5 x 7.1 x 1.4 inches

Languages: English