TY  - BOOK
AU  - Kotabe, Masaaki  
AU  - Helsen,  Kristiaan 
TI  - Global marketing management
SN  - 9780470505748 
U1  - 658.8 
PY  - 2011///
CY  - New Jersey
PB  - John Wiley & sons
KW  - Export marketing -- Management
N1  - 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
N2  - 	
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
ER  -