by Masaaki Kotabe, Kristiaan Helsen · John Wiley & Sons Ltd · tapa blanda · ISBN 9780470505748
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«Global Marketing Management» is the international marketing textbook by Masaaki Kotabe and Kristiaan Helsen, published by John Wiley & Sons Ltd in paperback.
The textbook prepares future managers to oversee global marketing in highly competitive environments. The central thesis is that international marketing is multilateral: the manager must understand its interaction with other company functions. The work incorporates recent industry phenomena and economic challenges of the recessionary environment.
It is the fifth edition, International Student Version, published on May 11, 2010. The volume has 744 pages and is in English.
Aimed at university students and marketing professionals who want to understand commercial management on a global scale.
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