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Global marketing management / [Book] / Masaaki Kotabe, Kristiaan Helsen.

By: Contributor(s): Material type: TextTextSeries: Wiley international editionPublication details: Hoboken, NJ : Wiley, c2004.Edition: Third editionDescription: xxii, 694 pages. : illustrations. (some col.), maps ; 28 cmISBN:
  • 0471451878 (paperback)
  • 0471230626
Subject(s): DDC classification:
  • 658.848 21
Other classification:
  • 658.848
Summary: The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation. * Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis. * Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Books Books Junaid Zaidi Library, COMSATS University Islamabad 2nd Floor 658.848 KOT-G (Browse shelf(Opens below)) Available 18294
Total holds: 0

The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation. * Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis. * Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.

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