Global Marketing Management: WITH Custom Capella Video

by Masaaki Kotabe
Global Marketing Management: WITH Custom Capella Video
ISBN 047012119X
  • Author:
    Masaaki Kotabe
  • Title:
    Global Marketing Management: WITH Custom Capella Video
  • Category:
  • ISBN13:
    978-0470121191
  • Size PDF version
    1460 kb
  • Size EPUB version
    1387 kb
  • Rating:
    3.6
  • Votes:
    293
  • Format:
    fb2, pdf, azf, odf, lit, ibooks, mobi, epub, cb7
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 effective corporate performance on a global basis and how to work effectively with others for the same corporate goal.  Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.


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