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Global marketing management /
By: Kotabe, Masaaki
.
Contributor(s): Helsen, Kristiaan.
Publisher: Hoboken, NJ : Wiley, 2004Edition: 3rd ed.Description: xxii, 694 p. : ill. (some col.), maps ; 29 cm.Content type: text | cartographic image Media type: unmediated Carrier type: volumeISBN: 0471451878; 9780471451877 :.Subject(s): Export marketing -- Management | International business enterprises -- ManagementDDC classification: 658.848 Summary: 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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Standard Loan
|
ATU Sligo Yeats Library Main Lending Collection | 658.848 KOT (Browse shelf(Opens below)) | 1 | Available | 0053372 |
Total holds: 0
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.