Description

International Marketing 6e prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” Relevant to 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.

More Details about International Marketing, 6th Edition

General Information  
Author(s)Kristiaan Helsen
PublisherJohn Wiley
ISBN9788126557509
Pages620
BindingPaperback
LanguageEnglish
Publish YearAugust 2015