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Global Marketing Management
by Masaaki Kotabe, Kristiaan Helsen · John Wiley & Sons Inc · tapa dura · 732 pages
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Pages: 732 pagesAuthor: Masaaki Kotabe, Kristiaan HelsenPublisher: John Wiley & Sons IncFormat: tapa duraLanguage: enRelease date: 6/11/2003ISBN: ISBN 9780471230625
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Synopsis of Global Marketing Management
Global Marketing Management es un libro de texto que prepara a los estudiantes para ser gerentes efectivos supervisando las actividades de marketing global en un entorno cada vez más competitivo. El principio rector del texto, establecido clara y metódicamente por los autores Kotabe y Helsen, es que las realidades del marketing internacional son más "multilaterales". La 5ª edición aborda además algunos fenómenos peculiares que se observan hoy en el marketing global. Ya sea que elijan seguir carreras de marketing, todos los estudiantes aprenden cómo los gerentes de marketing pueden afectar otras funciones comerciales para un desempeño corporativo efectivo a nivel global y cómo trabajar eficazmente con otros para el mismo objetivo corporativo. Global Marketing Management brinda una cobertura oportuna en varios temas económicos y financieros, así como en temas de marketing que surgen del entorno de mercado agudamente recesivo.
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About the author
Masaaki Kotabe
Discover second-hand books by Masaaki Kotabe.
Born in 195425 titles published
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