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Indiana - Purdue University Indianapolis - Spring 2008 | ||
Section 22801 | ||
 | Global Marketing Management (4th Edition) by Masaaki (Mike) Kotabe (Temple University )., Kristiaan Helsen (Hong Kong Univ. Of Science And Technology) Paperback, 704 Pages, Published 2007 ISBN-10: 0-471-75527-3 / 0471755273 ISBN-13: 978-0-471-75527-2 / 9780471755272 Global Marketing Management, 4e offers a fundamental paradigm shift in teaching global marketing.Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effect | |