書籍分類
International Marketing 7/e
作者：Masaaki Kotabe, Kristiaan Helsen
原價：NT$ 1,680
ISBN：9781119923435
版次：7
年份：2017
出版商：John Wiley
頁數/規格：673頁/平裝單色
版次：7
年份：2017
出版商：John Wiley
頁數/規格：673頁/平裝單色
內容介紹 目錄
- Description
The 7th Edition of International Marketing prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”
Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.
