Description

Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing.

More Details about Global Marketing Management (Isv) 5th Edition

General Information  
Author(s)Kristiaan Helsen
PublisherJohn Wiley
Edition5
ISBN9788126534128
Pages744
BindingPaperback
LanguageEnglish
Publish YearJanuary 2012