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Global marketing management /
By: Kotabe, Masaaki
.
Contributor(s): Helsen, Kristiaan.
Publisher: Hoboken, N.J. : Wiley, 2011Edition: 5th ed., int. student ed.Description: xxiii, 717 p. : ill. (some col.), plates ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780470505748 (pbk.); 9780470505748:; 0470505745 (pbk.).Subject(s): Export marketing -- Management | International business enterprises -- ManagementDDC classification: 658.84 Summary: Rather than the traditional bilateral (international) view of competition and marketing, the author emphasises the multilateral (global) nature of marketing. He explains how the various functional areas interface with marketing.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.84 KOT (Browse shelf(Opens below)) | 1 | Available | 0060154 | ||
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.84 KOT (Browse shelf(Opens below)) | 1 | Available | 0060289 |
Total holds: 0
Includes indexes.
Rather than the traditional bilateral (international) view of competition and marketing, the author emphasises the multilateral (global) nature of marketing. He explains how the various functional areas interface with marketing.