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Columbia College - Winter 2011 | ||
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 | Global Marketing Management (5th Edition) by Masaaki (Mike) Kotabe (Temple University), Kristiaan Helsen (Hong Kong University Of Science And Technology) Paperback, 752 Pages, Published 2010 ISBN-10: 0-470-38111-6 / 0470381116 ISBN-13: 978-0-470-38111-3 / 9780470381113 Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marke | |