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9780471372899
Global Marketing Management
by Kotabe, Masaaki, Helsen, Kristiaan
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Product details
- ISBN-13: 9780471372899
- ISBN: 0471372897
- Publisher: Wiley, John & Sons, Incorporated
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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' with ISBN 9780471372899 and ISBN 0471372897.
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