Global Marketing Management
Seiten
2006
|
Exclusive to Capella University
John Wiley & Sons Inc (Hersteller)
978-0-470-11933-4 (ISBN)
John Wiley & Sons Inc (Hersteller)
978-0-470-11933-4 (ISBN)
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Rather than being bound by the traditional bilateral (international) view of competition and marketing, this book emphasizes the multilateral (global) nature of marketing. It helps readers with a global approach that presents marketing in a cross-functional approach to the business operation. It offers both a global and proactive orientation.
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. On the 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. On the proactive orientation, it presents a balanced approach between an outside/in and inside/out marketing perspective.
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. On the 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. On the proactive orientation, it presents a balanced approach between an outside/in and inside/out marketing perspective.
| Erscheint lt. Verlag | 7.11.2006 |
|---|---|
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 143 x 123 mm |
| Gewicht | 56 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-470-11933-0 / 0470119330 |
| ISBN-13 | 978-0-470-11933-4 / 9780470119334 |
| Zustand | Neuware |
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