'"Global Marketing Management, 4e" offers a fundamental paradigm shift in teaching global marketing. Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment. The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing. As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feel the book is a must have for everyone teaching or researching international and global marketing issues' - Marnik Dekimpe, Research Professor of Marketing, Tilburg University & Professor of Marketing, Catholic University Leuven. 'This text has developed a rigorous conceptual orientation and has included contemporary issues confronting the international marketing manager.

退換貨說明：

會員均享有10天的商品猶豫期（含例假日）。若您欲辦理退換貨，請於取得該商品10日內寄回。

辦理退換貨時，請保持商品全新狀態與完整包裝（商品本身、贈品、贈票、附件、內外包裝、保證書、隨貨文件等）一併寄回。若退回商品無法回復原狀者，可能影響退換貨權利之行使或須負擔部分費用。