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GLOBAL MARKETING MANAGEMENT, ISV, 5TH ED

Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. 

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AUTHORMASAAKI KOTABE, KRISTIAAN HELSEN
publisherWiley India Pvt Ltd
TITLEGLOBAL MARKETING MANAGEMENT, ISV, 5TH ED
ISBN139788126534128
LANGUAGEEnglish
Number of Page744
BINDING Paperback

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Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing.

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GLOBAL MARKETING MANAGEMENT, ISV, 5TH ED

GLOBAL MARKETING MANAGEMENT, ISV, 5TH ED

Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach.