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Global marketing management /

By: Kotabe, Masaaki
Title By: Helsen, Kristiaan
Material type: BookPublisher: Hoboken, N.J. : John Wiley & Sons, c2011.Edition: 5th ed.Description: xxiii, 717 p., 12 p. of plates : ill. (some col.), col. maps ; 28 cm.ISBN: 9780470505748 (pbk.); 0470505745 (pbk.)Program: MGMT389 TBS984Subject(s): Export marketing -- Management | International business enterprises -- Management | Management and Business StudiesDDC classification: 658.84
Summary:
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 clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more "multilateral." The 5 th Edition further addresses some peculiar phenomenon being observed in global marketing today. Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal. 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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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection 		658.84 KO GL (Browse shelf) Available T0047226
REGULAR University of Wollongong in Dubai
Main Collection 		658.84 KO GL (Browse shelf) Available T0045611
Total holds: 0

"International student version."

Instructions to access the software in pocket attached to inside of front cover.

Includes bibliographical references and index.

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 clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more "multilateral." The 5 th Edition further addresses some peculiar phenomenon being observed in global marketing today. Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

MGMT389 TBS984

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