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- W2788326401 abstract "Global Marketing Management, 4e offers a fundamental paradigm shift in teaching global marketing.Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment.The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing." @default.
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- W2788326401 date "2007-01-01" @default.
- W2788326401 modified "2023-09-26" @default.
- W2788326401 title "Global Marketing Management Ed. 4" @default.
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