01073 a2200193 4500 0471230626 (hardcover) 9780471230625 (hardcover) 380 4572 4572 Kotabe, Mike (Masaaki) Global marketing management / Mike (Masaaki) Kotabe, Kristiaan Helsen. 3nd ed. [S.l.] : Wiley, 2003. 732 p. ; 29 cm. 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. Helsen, Kristiaan. Amazon.com http://www.amazon.com/exec/obidos/ASIN/0471230626/chopaconline-20 NBS BK 658.848 KOT 347014 347014 0 0 0 0 CL CL 2013-08-28 1 658.848 KOT NBS5533 2019-01-24 2018-12-04 2013-08-28 BK