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9780471230625

Global Marketing Management

Global Marketing Management
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  • ISBN-13: 9780471230625
  • ISBN: 0471230626
  • Edition: 3
  • Publication Date: 2003
  • Publisher: Wiley & Sons, Incorporated, John

AUTHOR

Kotabe, Masaaki, Helsen, Kristiaan

SUMMARY

Rather than the traditional bilateral (international) view of competition and marketing, the authors emphasise the multilateral (global) nature of marketing. They explain how the various functional areas interface with marketing.Kotabe, Masaaki is the author of 'Global Marketing Management', published 2003 under ISBN 9780471230625 and ISBN 0471230626.

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