書籍分類

International Marketing 6/e

作者:Masaaki Kotabe, Kristiaan Helsen
原價:NT$ 1,550

ISBN:9781118830284
版次:6
年份:2014
出版商:John Wiley
頁數/規格:595頁/平裝雙色
參考網頁:International Marketing 6/e

內容介紹 本書特色 目錄

    Description
    International Marketing 6e 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.”

    Relevant to 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.  International Marketing 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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