Global Marketing Management, 5th edition by Masaaki Mike Kotabe, Kristiaan Helsen

Global Marketing Management, 5th edition



Download Global Marketing Management, 5th edition




Global Marketing Management, 5th edition Masaaki Mike Kotabe, Kristiaan Helsen
Language: English
Page: 751
Format: pdf
ISBN: 0470381116, 9780470381113
Publisher: John Wiley & Sons

This book will help prepare readers for the 21st Century by becoming effective managers overseeing global marketing activities in an increasingly competitive environment. It is the first book to offer a truly global, as opposed to multinational, perspective on marketing. --This text refers to an out of print or unavailable edition of this title. Get the Global Edge in Marketing
"The conceptual framework developed in this book will facilitate an in-depth study of international marketing issues...well-thought out and structured analysis of several important concepts. A comprehensive set of tools are presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives inserts are a major strength of the book. It provides unique and novel insights on the strategies of multinational corporations in a wide range of situations and countries." ? D. Maheswaran, New York University.

"It is truly global, comprehensive, and cross-functional. Extensive coverage of sourcing strategy, GATT/WTO/FTAs, and culture?s role across all elements add new dimensions. The increased coverage of segmentation has long been overdue in this field and is well-handled in this text. The work is current, up-to-date, and portrays modern teaching concepts in global marketing. Many of the examples are unique to this text and serve as refreshing changes from the tired war stories that often appear again and again elsewhere." ? Scott Swan, The College of William & Mary

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