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Global marketing management Masaaki Kotabe, Kristiaan Helsen

By: Contributor(s): Material type: TextTextPublication details: Hoboken, N.J. : John Wiley & Sons, c2017.Edition: 7th edDescription: xxiii, 673 p. : ill. + maps ; 28 cmISBN:
  • 978-1119398332
  • 1119398339
Subject(s): DDC classification:
  • 658.84 KO GL
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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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.84 KO GL (Browse shelf(Opens below)) Available T0060482
REGULAR University of Wollongong in Dubai Main Collection 658.84 KO GL (Browse shelf(Opens below)) Available T0060483

"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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