International Marketing : International Student version (version européenne) / Masaaki Kotabe ; Kristiaan Helsen

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International Marketing : International Student version (version européenne) / Masaaki Kotabe ; Kristiaan Helsen

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KOTABE, Masaaki. Author | HELSEN, Kristiaan

Published by Wiley - 2015 , 6th ed.

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2015
Edition no.: 6th ed.

ISBN: 978-1-118-46648-3

This book presents an in-depth study of international marketing issues. A comprehensive set of tools are presented so that the global marketplace can be analyzed and understood. The examples are application oriented and focus on interesting business practices. The global perspectives inserts are a major strength of the book. It provides unique and novel insights on the strategies of multinational corporations in a wide range of situations and countries.

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