ESCP Europe

Item type

Book

Language

English

Publication year

2010

Edition no.

5th ed

ISBN

978-0-470-38111-3

Note

• Figures, illustrations, maps, tables, photographs

Geographical area

MONDE

The objective of this book is to help readers become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, the authors emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross functional approach to the business operation. The book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis.