El libro está agotado actualmente
Más información sobre el libro
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.
Compra de libros
Global Marketing Management, Masaaki Kotabe, Kristiaan Helsen
- Idioma
- Publicado en
- 1990
- Encuadernación
- (Tapa dura)
Métodos de pago
Nos falta tu reseña aquí
- Idioma
- Inglés
- Autores
- Masaaki Kotabe, Kristiaan Helsen
- Editorial
- Wiley
- Publicado en
- 1990
- Formato
- Tapa dura
- Páginas
- 780
- ISBN10
- 0471372897
- ISBN13
- 9780471372899
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión, Marketing & Ventas
- Calificación
- 2,65 de 5
- Descripción
- 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.