Global Marketing Management, 4e

Global Marketing Management, 4e

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Bibliographic Details
Main Author: Kristian Helsen
Format: TEXT
Published: John Wiley & Sons
Subjects:
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
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