Global marketing management /
Kotabe, Masaaki.
Global marketing management / - 3rd ed. - Hoboken, NJ : Wiley, 2004. - xxii, 694 p. : ill. (some col.), maps ; 29 cm.
Includes bibliographical references and indexes.
Rather than being bound by the traditional bilateral (international) view of competition and marketing, this book emphasizes the multilateral (global) nature of marketing. This global approach also presents marketing in a cross-functional approach to the business operation.
0471451878 9780471451877 : No price
Export marketing--Management.
International business enterprises--Management.
658.848 / KOT
Global marketing management / - 3rd ed. - Hoboken, NJ : Wiley, 2004. - xxii, 694 p. : ill. (some col.), maps ; 29 cm.
Includes bibliographical references and indexes.
Rather than being bound by the traditional bilateral (international) view of competition and marketing, this book emphasizes the multilateral (global) nature of marketing. This global approach also presents marketing in a cross-functional approach to the business operation.
0471451878 9780471451877 : No price
Export marketing--Management.
International business enterprises--Management.
658.848 / KOT