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Global Marketing Management by Masaaki (Mike) Kotabe, Kristiaan Helsen (Paperback, 2014)

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Get the Global Edge in Marketing The conceptual framework developed in this book will facilitate an in-depth study of international marketing issues. . well-thought out and structured analysis of several important concepts. A comprehensive set of tools are presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives inserts are a major strength of the book. It provides unique and novel insights on the strategies of multinational corporations in a wide range of situations and countries. - D. Maheswaran, New York University This text definitely portrays modern teaching concepts in global marketing - much more holistic examination of the marketing function. - Hildy Teegen, The George Washington University It is truly global, comprehensive, and cross-functional. Extensive coverage of sourcing strategy, GATT/WTO/FTAs, and culture's role across all elements add new dimensions. The increased coverage of segmentation has long been overdue in this field and is well-handled in this text. The work is current, up-to-date, and portrays modern teaching concepts in global marketing. Many of the examples are unique to this text and serve as refreshing changes from the tired war stories that often appear again and again elsewhere. - Scott Swan, The College of William & Mary The authors' tone and style shall appeal to our students. They write in a clear and comprehensive style. . The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising, technology, retailing, etc. add to the students' learning experience. - K.C. Dhawan, Concordia University/Montreal

Product Identifiers

Publisher
John Wiley & Sons INC International Concepts
ISBN-13
9781118466483
eBay Product ID (ePID)
176741771

Product Key Features

Author
Masaaki (Mike) Kotabe, Kristiaan Helsen
Publication Name
Global Marketing Management
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2014
Type
Textbook
Number of Pages
696 Pages

Dimensions

Item Height
276mm
Item Width
216mm
Item Weight
1276g

Additional Product Features

Title_Author
Masaaki (Mike) Kotabe, Kristiaan Helsen
Country/Region of Manufacture
United States

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Global Marketing Management by Masaaki (Mike) Kotabe, Kristiaan Helsen (Paperback, 2014)

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