Global Marketing Management, 2nd Edition
- List Price: $105.95
- Binding: Hardcover
- Edition: 0002
- Publisher: John Wiley & Sons
- Publish date: 06/01/2001
Description:
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 (inter-national) 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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Product notice
Returnable at the third party seller's discretion and may come without consumable supplements like access codes, CD's, or workbooks.
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