ISBN: 9780470119334

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 e… More...

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. Masaaki Kotabe, Kristiaan Helsen, Books, Business and Finance, Global Marketing Management , Global Marketing Video Clips for Capella University Books>Business and Finance 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.<

2006, ISBN: 0470119330, Lieferbar binnen 4-6 Wochen Shipping costs:Versandkostenfrei innerhalb der BRD

Internationaler Buchtitel. In englischer Sprache. Verlag: John Wiley & Sons, L=126mm, B=174mm, H=5mm, Gew.=54gr, [GR: I-BE - Business / Economics / Finance], Gebunden, [Ausgabe: 0003] The… More...

Internationaler Buchtitel. In englischer Sprache. Verlag: John Wiley & Sons, L=126mm, B=174mm, H=5mm, Gew.=54gr, [GR: I-BE - Business / Economics / Finance], Gebunden, [Ausgabe: 0003] 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.<

2006, ISBN: 0470119330, Lieferbar binnen 4-6 Wochen

Internationaler Buchtitel. In englischer Sprache. Verlag: John Wiley & Sons, L=126mm, B=174mm, H=5mm, Gew.=54gr, [GR: I-BE - Business / Economics / Finance], Gebunden, [Ausgabe: 0003]