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Global marketing management : 2nd ed.

Tác giả: Masaaki Kotabe, Kristiaan Helsen

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 view of competition and marketing, Kotabe and...

Global marketing : 2nd ed.

Tác giả: Warren J. Keegan, Mark C. Green

This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and...