GLOBAL MARKETING MANAGEMENT (Fourth Edition)
Authors: Masaaki Kotabe & Kristiaan Helsen
Publisher: John Wiley & Sons; 2008
Binding: Softcover
ISBN: 978-0471755272
Condition: Very good, contents are clean and unmarked
Price: $25.00
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 effective manager, overseeing global marketing activities in an increasingly competitive environment.The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing.
As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feel the book is a must have for everyone teaching or researching international and global marketing issues.
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