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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)
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- Título
- Global Marketing Management
- 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, Ciencia, Economía, Siglo XX, Tecnología, Física, Gestión & Recursos humanos, Crítica literaria, Marketing y relaciones públicas, Electrónica, América Latina, Óptica, Física y astronomía, Material
- 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.