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9780471372899

Global Marketing Management

Global Marketing Management
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  • Ships From: STERLING HEIGHTS, MI
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Product details

  • ISBN-13: 9780471372899
  • ISBN: 0471372897
  • Publisher: Wiley, John & Sons, Incorporated

AUTHOR

Kotabe, Masaaki, Helsen, Kristiaan

SUMMARY

Rather than the traditional bilateral (international) view of competition and marketing, the authors emphasise the multilateral (global) nature of marketing. They explain how the various functional areas interface with marketing.Kotabe, Masaaki is the author of 'Global Marketing Management' with ISBN 9780471372899 and ISBN 0471372897.

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