Global marketing management

Global marketing management

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Global Marketing Management, 4e offers a fundamental paradigm shift in teaching global marketing.Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effect...

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Bibliographic Details
Main Authors: Kotabe, Masaaki (Author), Helsen, Kristiaan (Author)
Format: Book Chapter
Language:English
Published: Hoboken, NJ Wiley 2008
Edition:FOURTH EDITION
Subjects:
International business enterprises > Management
Export marketing > Management
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