Global Marketing Management
Global Marketing Management
Helsen, Kristiaan; Kotabe, Masaaki; Kotabi, Masaaki
John Wiley and Sons Ltd
08/1999
712
Dura
Inglês
9780471353904
0471353906
1588
Rather than the traditional bilateral (international) view of competition and marketing, the authors emphasise the multilateral (global) nature of marketing. They explain how the various functional areas interface with marketing, and how to market product into all countries including the US.
Update supplement - the Asian financial crisis; marketing in euro-land; global sourcing strategy; global product policy decisions.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Rather than the traditional bilateral (international) view of competition and marketing, the authors emphasise the multilateral (global) nature of marketing. They explain how the various functional areas interface with marketing, and how to market product into all countries including the US.
Update supplement - the Asian financial crisis; marketing in euro-land; global sourcing strategy; global product policy decisions.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
