| 000 | 01073 a2200193 4500 | ||
|---|---|---|---|
| 020 | _a0471230626 (hardcover) | ||
| 020 | _a9780471230625 (hardcover) | ||
| 082 | 0 | 4 | _a380 |
| 090 |
_c4572 _d4572 |
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| 100 | 1 | _aKotabe, Mike (Masaaki) | |
| 245 | 1 | 0 |
_aGlobal marketing management / _cMike (Masaaki) Kotabe, Kristiaan Helsen. |
| 250 | _a3nd ed. | ||
| 260 |
_a[S.l.] : _bWiley, _c2003. |
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| 300 |
_a732 p. ; _c29 cm. |
||
| 520 | _aThe 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. | ||
| 700 | 1 | _aHelsen, Kristiaan. | |
| 856 | 4 | 0 |
_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0471230626/chopaconline-20 |
| 942 |
_aNBS _cBK _k658.848 KOT |
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| 999 |
_c347014 _d347014 |
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