| Titre : |
Global Marketing Management |
| Type de document : |
Livre |
| Auteurs : |
Masaaki KOTABE, Auteur ; Kristiaan HELSEN, Auteur |
| Editeur : |
Hoboken, NJ : Wiley |
| Importance : |
668 p. |
| ISBN/ISSN/EAN : |
978-1-118-46648-3 |
| Prix : |
200 GBP |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPETITIVITE ; IMPORT EXPORT SECTEUR ; MARKETING INTERNATIONAL ; POSITIONNEMENT ; ENTREPRISE MULTINATIONALE
|
| Résumé : |
The updated 6th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”
Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.
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| Note de contenu : |
Index |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=216284 |
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