Global Marketing Management
By Unknown Author.
Description
Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” The 5th Edition further addresses some peculiar phenomenon being observed in global marketing today. Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for ...
ISBN(s)
0470381116, 9780470381113
