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Kotabe, Masaaki

Global marketing management - 5th ed. - New Jersey: John Wiley & sons, 2011. - xxiii, 717 pages, [12] pages of plates : illustrations, maps ;

Includes index

Globalization --
Global economic environment --
Financial environment --
Cultural issues and buying behavior --
Political and legal environment --
Global marketing research --
Global segmentation and positioning --
Global marketing strategies --
Global market entry modes --
Global product development --
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 --
Marketing in emerging markets --
Global marketing and the Internet.


Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field.

ISBN: 9780470505748 0470505745

Subjects--Topical Terms:
Export marketing -- Management.

Dewey Class. No.: 658.8 / KOT