Global marketing management
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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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Hoboken, NJ
Wiley
2008
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| Edition: | FOURTH EDITION |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Global marketing management