Global marketing management / Mike (Masaaki) Kotabe, Kristiaan Helsen.
Publisher: [S.l.] : Wiley, 2003Edition: 3nd edDescription: 732 p. ; 29 cmISBN: 0471230626 (hardcover); 9780471230625 (hardcover)DDC classification: 380 Online resources: Amazon.com Summary: 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Book
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Central Library (CL) | Central Library (CL) | 658.848 KOT (Browse shelf) | Available | NBS5533 |
Total holds: 0
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.
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