Global marketing management

Global marketing management

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This work aims to help students become effective managers overseeing global marketing activities in an increasingly competitive environment. It emphasizes the multilateral nature of marketing; an approach which also presents marketing in a cross-functional approach to business operation

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Bibliographic Details
Main Authors: Kotabe, Masaaki (Author), Helsen, Kristiaan (Author)
Format: Book
Language:English
Published: New York John Wiley & Sons 2001
Edition:2nd ed
Subjects:
International business enterprises > Management
Export marketing > Management
Online Access:Click Here to View Status and Holdings.
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Description
Summary:This work aims to help students become effective managers overseeing global marketing activities in an increasingly competitive environment. It emphasizes the multilateral nature of marketing; an approach which also presents marketing in a cross-functional approach to business operation
Physical Description:xxiv, 739 pages illustrations (some colour), maps 26 cm
Bibliography:Includes bibliographical references and index
ISBN:0471372897

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