Global Marketing Management

Global Marketing Management

Global Marketing Management

Global Marketing Management by Masaaki (Mike) Kotabe and Kristiaan Helsen 

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.

Ebook format: PDF
Ebook page: 751
File size: 14.40 MB

$10.00