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Global marketing management : changes, challenges and new strategies / Kiefer Lee; S Carter
Oxford : Oxford University Press, 2012
xxv, 578 pages. : color illustrations. ; 27 cm.
Ký hiệu phân loại (DDC): 658.84
Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
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