global handbook marketing management

books:

Global Marketing Management
Masaaki/ Helsen, Kristiaan Kotabe

John Wiley & Sons Inc, 2007

11 reviews
Masaaki Kotabe, Kristiaan Helsen

Wiley, 2007

A modern, analytical textbook on global marketing
I teach Global marketing and I think this textbook is the best. It is not full of anecdotal stories about global marketer's failures or successes but very analytical with straightforward methods students can try out. The cases are excellent and support the theorical lectures very good. From my experience with the research literature it is state of the art.

The SAGE Handbook of International Marketing

Sage Publications Ltd, 2009

Over the past two decades the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this ...