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AuthorKotabe, Masaaki
TitleGlobal marketing management / Masaaki Kotabe, Kristian Helsen
Imprint Hoboken, N.J. : Wiley, c2011
Edition 5th ed
Descript xxiii, 717 p. : ill. ; 29 cm

CONTENT

Globalization imperative -- Economic environment -- Financial environment -- Global cultural environment and buying behavior -- Political and legal environments -- Global marketing research -- Global segmentation and positioning -- Global marketing strategies -- Global market entry strategies -- Global sourcing strategy -- Global product policy decisions I : developing new products for global markets -- Global product policy decisions II: marketing products and services -- Global pricing -- Communicating with the world consumer -- Sales management -- Global logistics and distribution -- Export and import management -- Planning, organization, and control of global marketing operations -- Global marketing and the Internet


Export marketing -- Management International business enterprises -- Management

LOCATIONCALL#STATUS
Chula Business School Library658.848 K87G 2011CHECK SHELVES

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