Global Marketing Management - Rilegato

Kotabe, Masaaki; Helsen, Kristiaan

Rilegato

ISBN 10: 0471230626 ISBN 13: 9780471230625

Casa editrice: John Wiley & Sons Inc, 2003

Riassunto

The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation. Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis. Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.

Su questo libro

Product Description:

Book by Kotabe Masaaki Mike Helsen Kristiaan

Su questa edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2003
• ISBN 10: 0471230626
• ISBN 13: 9780471230625
• Rilegatura: Copertina rigida
• Numero edizione: 3
• Numero di pagine: 720