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.
więcej
Informacje dodatkowe o Global Marketing Management 3e:
Wydawnictwo: angielskie
Data wydania: b.d
Kategoria: Ekonomia
ISBN:
Liczba stron: 0
Kup książkę Global Marketing Management 3e
Sprawdzam ceny dla ciebie ...
Cytaty z książki
REKLAMA
Zobacz także
Global Marketing Management 3e - opinie o książce
Inne książki autora
International Marketing 6 vols
0
Edited by a scholar at the forefront of the field, this collection of articles represents the state of the art in International Marketing research, with...
Global Marketing Management 4e
Zobacz wszystkie książki tego autora
0
Global Marketing Management prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment...
Chcę przeczytać,