Masaaki Kotabe

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. Meer

International marketing underwent fundamental changes in the last two decades - The Handbook of International Marketing examines the state of the art in research in international marketing during this period. Meer