by Masaaki Kotabe, Kristiaan Helsen · John Wiley & Sons Inc · tapa dura · ISBN 9780471230625
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«Global Marketing Management» is the global marketing textbook by Masaaki Kotabe and Kristiaan Helsen, published by Wiley in hardcover (732 pages, in English).
Textbook that prepares readers to manage global marketing activities in a competitive environment. It advocates a multilateral view of international marketing, presented as a cross-functional business activity, covering economic, legal and cultural environments, marketing strategies, and global operations management.
Third edition, published on November 6, 2003 in English; ISBN 9780471230625.
Aimed at university students of business and marketing, as well as professionals in international commercial management.
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