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Global Marketing Manageme 5/e

作者:Masaaki Kotabe, Kristiaan Helsen
原價:NT$ 1,320

ISBN:9780470505748
版次:5
年份:2010
出版商:John Wiley

內容介紹 本書特色 目錄 作者介紹

    Description
    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 new 5th edition adds further to its comprehensive global treatment by addressing some peculiar phenomenon being observed in global marketing today. Whether students choose to pursue marketing careers, they will 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. This text 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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