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5188681

9780471755272

Global Marketing Management

Global Marketing Management
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Product details

  • ISBN-13: 9780471755272
  • ISBN: 0471755273
  • Edition: 4
  • Publication Date: 2007
  • Publisher: Wiley

AUTHOR

Masaaki (Mike) Kotabe, Kristiaan Helsen

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.Masaaki (Mike) Kotabe is the author of 'Global Marketing Management', published 2007 under ISBN 9780471755272 and ISBN 0471755273.

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